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what is natural positioning in Google? SEO

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If they don't know you, you don't exist. In the digital age, this phrase perfectly defines the behaviour of potential customers in the selection of their future supplier. According to a study by Hubspot, 77% of potential buyers research a brand before contacting a new company. And therefore, service providers seek greater visibility with a natural positioning on Google and other search engines.

When you go into a browser and perform a search, the first results are usually well-known brands. SEM paid positioning aside, getting to the top is not easy, but it is very decisive. It is not only the fact that your company is seen ahead of the competition, it is that rarely does a potential customer search beyond the first page of the search engine.

The rules of search engine positioning are dictated by the search engines, and they are not easy to decipher. Moreover, the situation is clearly dominated by Google, with a market share of 92%. In such a predominant position, adapting to the "Google way" is the only way to survive digitally.

how does the Google search engine work? The spider's web

When it comes to positioning your website, the situation depends on everything but chance. Google leaves everything to its crawler spider. The famous robot of the most widely used search engine is nothing more than an algorithm that indexes the pages and organises them in an index so that they can be located. Once you make your website available to the public, the spider's visit ranks it and positions it in the virtual world.

To achieve an appropriate ranking for the effort made, Google and other search engines reward actions that benefit usability and user experience, innovative content and well-organised structures. Website loading times and user feedback also count positively when it comes to being ranked. On the other hand, pages that are poorly organised, have problems reproducing content or copy other domains end up penalised and placed in lower positions, as do those that use cheating positioning methods.

The positioning rules are very broad and not entirely known. The algorithms of the search engine spider robots are not public, to avoid manipulation, but the basic precepts are vox populi. The correct use of keywords or referral traffic from other websites are other SEO techniques used to naturally position your domain.

Website positioning strategies: SEO and SEM

The need to get higher positions when a search is performed makes website creators use techniques or tools to position themselves on the first pages of search engines. In the end it all comes down to the two more or less standardised methods, SEO and SEM.

  • SEM (Search Engine Markerting) or paid marketing techniques, consists of positioning yourself by means of ad buying campaigns on search engines. Google, Bing and the other search engines offer paid positioning packages that can increase visits to your page, in which you bid for keywords that will allow you to be visible if the user makes a query containing these keywords. This preferential positioning will last for the number of clicks purchased or according to other specific contract conditions. The obvious advantage is the greater immediacy of achieving positioning and relatively less effort. Its main disadvantage is the investment required.
  • SEO, acronym for Search Engine Optimisation, differs in that the method sought for positioning is carried out without a package purchase, through the implementation of tools of good use of the website. It is also called natural or organic positioning and consists of seeking the optimisation of resources without direct investment.

Natural positioning techniques on Google or SEO

The advantages of positioning through SEO techniques are durability and lower investment. By developing a structure for your website in which the crawlers recognise a good organisation and functionality of the domain, you get a return on investment (in this case the investment is the time and effort made) that is easier to maintain. SEM techniques depend on a constant investment for positioning improvements, while the effects of SEO are more lasting. To achieve good results in search engines without investment you can perform some techniques that are effective:

  • Keyword placement: This is the basis of natural SEO. It is the element by which search engines will locate the website, and one of the elements that can most influence its positioning. Proper placement, a correct approach and effective use will position your site with a high ranking of location, in addition to one or more keywords.

  • Off-site SEO: These are techniques that are conditioned by the behaviour that the outside world has with your website. External links that redirect to your domain (especially if they are of quality), the existence in social networks and their visibility and the knowledge of your name and brand reputation or branding will achieve an optimal objective.

  • On-site SEO: The aim is for the page itself to be relevant for the page's indexing engines. A correct structure, again the use of keywords, URLs, correct meta descriptions and tags will help to achieve a natural positioning in Google that gives your website prevalence over those of your competitors.

  • User experience: The relevance and the evaluations that the visitors of your web pages give to the experience they obtained during their visit is a very important element for the positioning of the Google engines. A quality natural positioning will take special care of the feedback received to obtain an adequate experience and usability, trying to satisfy the customer.

Regarding the way to achieve a natural positioning in Google, we must always distinguish between two forms of action:

  • White hat SEO: These are ethical techniques for achieving a natural positioning with acceptable methods for the placement of your website.

  • Black hat SEO: as opposed to ethical natural positioning on Google, it is what is known as techniques that exceed the limit imposed by the criteria of choice and positioning of the crawling engines. Although there is a tendency to think of a quick positioning benefit, Google will end up penalising these uses, achieving the opposite effect to the desired one.

who must carry out natural SEO positioning to be effective?

Getting a good result with SEO techniques is neither easy nor quick. A proper care and knowledge of the online environment is necessary to be able to correctly position your domain and obtain improvements in visits, branding or sales. Inbound marketing techniques carried out by agencies such as Occam will achieve results that will have a palpable return on investment.

Investing in an agency to carry out natural positioning techniques on Google can be contradictory. The fact of hiring a service seems more associated with SEM than SEO, but the reality is that the advantages of natural positioning on Google and the lower investment that is usually required make it more than profitable to leave the care of your company's brand in the hands of professionals, who end up being the visible face in dealing with potential customers.

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