What is SEO and how can it help your business?

The also known as Search Engine Optimization (SEO) is a set of techniques inside and outside a website that are made in order to increase organic traffic. Part of the most outstanding elements are the keywords, the internal and external links and the contents within the site.

Your business needs to adapt to changes in the search landscape of new customers.

The question that you surely ask yourself:

How to get visibility in Google?

There are many factors to achieve the positioning:

  1. Identify which keywords your potential customers use.
  2. Have a Blog for your company
  3. Create an editorial calendar to generate content periodically.
  4. Write content that is useful to your audience and find a professional in the subject.
  5. Publish the content in the social networks of your company, groups where you collaborate among others.
  6. Finally, collaborate in other blogs to link your collaboration with your content.

Now let’s continue with a little more context in the topic of search engine optimization.

Businesses do not need to spend hundreds of thousands of pesos in advertising directories and magazines. Businesses with a website have the potential to be found by more consumers online through SEO in search engines.

What does SEO mean on a page?

In the history of search engine optimization, the positioning of a piece of content in the search engine, the results commonly fell into two key drives: relevance and authority built through the content of your website. When you optimize the content and focus on specific keywords that match the search that people make online.

The first rule of “SEO on page” is to think what your target users may be looking for and make sure that the keywords are on your page. This will increase the “likes” of users in Google, Bing or another search engine.

To summarize it is basically two things:

  1. Select the best keywords on which to base each of your pages.
  2. Make search engines clear that your page revolves around those keywords.

Traditional Optimization

The positioning of the algorithms of the search engines of the websites is based on numerous factors.

The basic premise is that a page will appear in the results of a search engine because the site has a page that mentions the searched terms. Of course, many websites use the same keywords on the same page.

Hundreds of tools that are in the network, allow you to measure the density of keywords on a page. Some of them show us that more is better. As a result, webmasters will remove texts with fill-in keywords that are not interesting or that turn out to be a horrible experience for the user.

These keywords can be in several places, including:

  • The URL
  • The title of the page
  • The meta description
  • The header
  • The content of the page

Tactics by which important variations of keywords were excluded.

The new way of Optimizing

It is essential to use keywords, but rather than spreading them in each section of your page, think about the value you want each page to provide and what keywords provide that value.

More than repeating the same word over and over again, you should use a diverse group of keywords that help you position yourself with an important variety of long phrases.

For example:

  • Link vs Links
  • Build vs Constructions
  • Strategy vs Strategies

Also position yourself with a variety of side keywords:

  • Lawyer vs. Legista
  • Dentist vs Dental Surgery
  • SEO vs Search Engine Optimization

Essential components for SEO

Meta tags are the official tags for each website that are found in the header tags that open and close the HTML (Hyper Text Markup Language). The most popular meta-tags are:

  • The title tag
  • The label of the description.
  • The tag of the keyword.

These tags alert the search engines to decide if your website contains the appropriate content for the response of a particular search.

Title tags and description

The labels of the title and the description are two of the most important labels when the SEO intervenes. They are the ones that attract potential visitors to click on your website.

The title tag is an HTML (Hyper Text Markup Language) that contains a text sentence describing the content of the associated web page.

These tags are the first aspect of your page that the search engine will track (it’s what the search engine uses to analyze and index web pages) when someone visits your website, so it’s important to make a good first impression by optimizing them with your keywords and your brand Titles usually carry 77 characters, make sure you use each character intelligently.

Inbound links and outbound links

Inbound links are those that link a section of your website, either to an article or section of your website.

The outgoing links are those that take visitors out of your website, these links are useful because they offer more information to the user according to the topic you are dealing with and SEO is an important indicator.

Sometimes when generating content we prefer to avoid outgoing links, but this helps to create a strategy and link building.

An important point for both types of links is that it must be in context, it must provide key information and an optimal experience to your visitors.

What are the steps to do SEO?

You need to focus on the keywords that you are going to apply on your site, the keywords are important for search engines to detect you and position your website properly.

Once the list of keywords you are going to use is done, focus on how you are going to add those keywords to your site.

The first part of the SEO process (Search Engine Optimization) is to identify which of your pages will include the phrases and keywords, remember to study the information on your pages to get more powerful phrases and position yourself faster.

Therefore, the steps you must follow are the following:

  1. You must export the pages of the site to an Excel spreadsheet
  2. Sort the pages that have been most visited
  3. Select a category of keywords that correspond to the page, and link them with categories.
  4. Create a spreadsheet where you will include the keywords that are specific to your page.

The most important thing is that the keywords are relevant to the content of the page , as are the terms that people use when they are searching for something specific.

Since you have completed this process on all your pages, or in your case the most important, you must go to your site to start adding the keywords.

Since you know the important points to be able to optimize your site, you must bear in mind how you are going to apply it, here we show you the most correct ways to do it:

1.-Titles of the pages

The titles are always displayed in the browser tab and in the results obtained from the searches, the titles generate a direct impact on the click rates of the users who perform searches.

When you write a title you should keep in mind that it should not exceed 65 characters , and you must include the most important keywords that you want to position so that people doing a search can easily identify your site.

2.- Key descriptions

The descriptions as well as the titles are shown in the search results, and also help to increase your click rate (CTR Click-through rate).

Keep in mind that your goal is to generate a great impact to your audience from the title, to the description of your site, the purpose of the description is to tell the people doing the search why they should enter your site.

Use one of the keywords in the meta description, to make it more attractive to people.

3.- Headings and content

The use of keywords within the headings (using tags: h1, h2, h3) and content is important, since search engines position you better, this increases the likelihood that people visiting your site will remain more time, therefore it is essential that you use the keywords in a natural way, that is, you must write for the readers and not for the search engines.

Google uses the keywords of your content as a way of ranking, so a good use of keywords can help you better placement in search results.

Although keywords must be included in different places on the site, we must avoid excessive use of them, because if they are used too many or too often, Google algorithms would take it as an automatic manipulation and would lower your position in the search results.

4.-URL of the page

Although it seems impossible, including keywords within a URL is a good idea, as long as this keyword accurately describes the content of your page, this is important for companies that work a lot with blogs .

There is a great opportunity to create good positioning with URL since each published post of a blog has a unique URL.

However you must be careful, the search engines penalize the domains that are cloned and at the same time filled with meaningless keywords, therefore your URLs must be unique in order to apply a unique keyword.

What is the history of search engines and SEO?

The history in the search engines is a topic that sometimes does not come to our minds being that we are used to consulting them daily.

The most famous, Google, has gone from desktop computers to personal assistants such as Siri or Cortana and SEO strategies to offer better experiences to users.

The SEO  (Search Engine Optimization)  It has a major twist around search engines  based on browsers.

To be exact it has been linked directly to Google and this is not a novelty, that’s where all the search activity is given.

But this does not have to be done from a desktop and much less from a browser, new forms of search have taken shape.

Here we show the 3 emerging search patterns that are changing the form of seo:

1) Mobile search

We all know that the use of the web has been transferred from the desktop to mobile devices. At the last count, 60% of internet usage took place on the mobile.

It’s a figure that, somehow surprises in the world of navigation and obvious, leads experts like Benedict Evans to say:

“We must stop talking about the Internet separately, that is, the ‘mobile’ and ‘desktop’ internet is like talking about color television versus black and white television.

” Mobile devices are the Internet,” he says.

According to Forrester, it turns out that 85% of the time we spend on phones is used in apps.

So, Internet activity is growing in mobile phones, and mobile activity is predominantly in the use of applications.

This does not mean that the use of the desktop browser is decreasing, but it has stalled; and the consumption of content within applications and devices has opened a new way.

Unfortunately, content in applications is not easily found by traditional search engines.

App Stores, both by Google and Apple, are still the main mechanism for the search of new applications and content, which means that the search for apps is improving and the best is yet to come.

The Spotlight search on the iPhone is taking the search very seriously.

It is usually considered as a quick search tool for the content of your iPhone, Spotlight can really search within applications and even include Google to bring you some web results.

Spotlight does not have the same rules as Google, Bing or DuckDuckGo. It has its own search mechanism and, as such, will have its own optimization rules.

2) Social Search

Something is happening on our favorite social networks. During the last year, Twitter, Facebook and Snapchat have released new features that have been noticed.

Did you know that Facebook can now search for content as easy as people?

It turns out, that manages 1,500 million searches daily, and so Google earns 3.5 billion dollars.

More and more of these content searches are not directed just at people. This is interesting for several reasons, the most important could be, how the search for connections and Influencers takes an important role.

After all, this is a social network and as such, optimization for Facebook and other social networks is completely different from optimization for Google. You might be interested in the article: ” SEO and SEM: the differences ”

The second change related to the search on social networks has to do with how these networks are beginning to treat the content.

We call them social “networks” because these sites have been a pass to companies and publications to promote the content and get the audience to return to their websites.

However, in the last year, Facebook, Twitter and Snapchat have generated strategies to keep viewers on their sites and applications.

Facebook presents instant articles, which show only a part of the content and the entire article is found within the Facebook application.

The sources claim that Twitter has its system known as “moments”, is studying a project to enable large content on the network.

Social media has long been considered as a powerful channel through which visitors can find the content of their website.

These changes point to a future that looks very different.

3) Voice search and personal assistants

In recent years, Siri, Google, Cortana and Alexa, personal voice assistants created by Apple, Google, Microsoft and Amazon have been introduced. Personal voice assistants have helped speed and development of all mobile and desktop devices.

Everything from watches, speakers and lights that are now connected to the internet. As our access to the web has diversified, so has our search behavior.

How is that?

Let’s take a look.

  •  Natural Language : every morning I get up, turn on the coffeepot and pronounce the sentence: “Alexa, what’s new?” Amazon’s Alexa system that relies on a loudspeaker responds: “Here’s Meghan’s information.” Then she reproduces the news, gives the weather and time relevant to me and my location. Alexa is smart enough to associate natural language with a request.
  • The extended search windows : because of the connected devices we are no longer looking only when we are at our desks or in a comfortable place. The search can occur anywhere and at any time
  • Context and background : Unlike search engines that still rely heavily on keywords, personal assistants will search for everything they need, if at any time I ask for dog food, for example, Alexa gets the exact mark from the past orders and ask me if I would like to reorder. If I leave the office at 6 pm, Google will tell me exactly how long it will take me to get home. These searches eliminate one step, or several, of the investigation and help me get everything done more quickly.

When the internet is around you, it becomes more and more common to discard the keyboard and ask your voice assistants directly what you want. This changes the structure of these queries.

What you want may be less specific and better structured than traditional search queries.

Imagine search optimization with personal assistants with whom you might ask the following:

“What should I do tonight?”, So your personal assistant will perform a structured search and respond: “This is the best restaurant area in your city.”

Preparation for a New Era

Changes in search behavior will always lead to new strategy changes.

The point of attention to these new search patterns is not to raise alarms; is to learn from these new patterns.

The world of search does not end, it continues to grow day by day.

How to get to the first results of Google?

Google offers more and more very useful tools when it comes to drawing our strategies for web positioning , among which Google Trend and Google Analytics stand out.

On the one hand, Google Trend allows us to know the statistics regarding the use of keywords when developing web content and web positioning.

On the other hand, with Google Analytics we can keep a complete record of our website, visits by geographical areas, duration of visits to our website, registration of number of visits, average length of stay on the page, we can also access the information of the users that visit our page from mobile or portable devices, the operating system used and everything, with these versatile and friendly tools.

It is a statistical fact the location of Google as the main search engine in the network, its position before other search engines such as Yahoo, the second in importance, is 95% against 3%.

In conclusion, the Google search engine should be the focus of attention for the web positioning of all online business that seeks to ensure success.

Google understood that users of the network are not mere buyers, but are people with expectations, dreams, goals and trends, reflected in their lifestyles and therefore in their consumption habits.

In this sense, Google tries to be more and more meticulous, and its spider robots increasingly collect more and more information from users to offer them the best search options, adapted to their real needs.

Understanding the logic of this important fact, we can understand the nature of web positioning and from there develop web positioning strategies that are really effective and sustainable over time.

If we know the nature of the system, we can understand how to take advantage and not die in the attempt. This will be the best search engine positioning strategy .

Understood this we must deal, on the one hand, in doing many things accordingly, and on the other hand avoiding what may be harmful.

These will be the two wheels on which we will roll the strategies of our web positioning, and this will support the strategies of our content marketing campaign.

Positioning in search engines, the option for your business and to increase your sales.

Remember how sales worked 10 years ago? And how was advertising for companies? A decade ago it was unthinkable that a web page could have the importance it has now and much more unreal sounded the idea that it was the starting point for an inbound marketing strategy  .

Before, the website was like a plus for the company and in it it was necessary to include the information that spoke of the company’s experience, that is, the mission and vision together with the objectives.

Nowadays, that does not work anymore, the way in which the experience and reliability of a company is recognized is through a strategy based on the consumer.

If you still do not know the way in which people make a purchase decision, this article will be very useful to understand what you need for your company.

Have you ever been aware of the process you take to acquire a product?

If you have never been, it is time for you to reflect on the last time you had to buy a product: nowadays it is no longer necessary for you to go to the store and see it physically to know how it is and what exactly it is.

Now, first you do a search on the internet about the product, see if it really is what you need and then consult shops and companies where you can buy it.

But really, all your decision is based on the information you decided to search on the internet, whether technical information or opinions from someone else who has previously tried the product or service.

So,

Have you already noticed the importance of a website positioned in the first places of search and the direct relationship you have with sales?

Let’s say that the place you occupy in the results of a search engine is totally proportional to the sales probabilities that you may have.

But what exactly is web positioning? 

For its acronym in English Search Engine Optimization (SEO), web positioning is a strategy in which various tools are combined so that the search engines of the web position in the first places of a search to your website in an organic way, or also known as natural way.

The advantages of being in these first places are multiple, beginning because being there is a privilege, Google only does it when the practices of your company are really good and you have content that adds value to the users, so if you are there you should feel Fine but never stop working.

Perhaps the main one of these advantages is the visibility you will achieve. Each time a user is looking for the service or product that your company offers, it will find you first before reaching the competition.

In this way SEO is fundamental to any successful marketing strategy.

If your company does not have a positioning strategy you are losing visibility, money and customers who first come to the competition before reaching you, maybe many of the buyers do not even know you exist.

You’ve heard when someone says, did not I know you were selling that?

That is what we are referring to, nowadays you not only have to have a digital presence and image, but you have to fight to have the first places of the search engines and have amplitude in the most recommended sites on the web.

How to get to the first places of the search results?

Actually the practices that you must carry out to take your website to the privileged places of the search engines are not so complex, what you must do is to work in an unquenchable way, only this way your effort will be reflected and Google will value what you are doing to deliver quality content that speaks of your service or product. Some of the tools that you should start using as soon as possible are:

Optimization of your website:  We already know the importance of a website in our days so to get better results you must start by optimizing your page.

What do we want to say?

Your website will be formed by many more of them, which are those that will be part of the menu, and all of them must have a unique meta description and no more than 140 characters, so they will be recognizable to a search engine.

In addition, you must convert your site into responsive, use internal links, make use of professional images and high quality as well as having an intuitive structure and easy navigation.

Never forget the keywords.

Relevant content:  Create and share relevant content and topics of interest to users.

This way it will be easier to capture visits and that the readers are interested in you, remember you and go with you every time they need your services or your product.

Use keywords:  Keywords every day take importance to achieve web positioning.

The content you generate and also your web page must contain the keywords that you have already specified and previously analyzed.

The way you should select them is through the way your prospects perform a search. The more specific you are, the better. Why?

Those who perform specific searches are more likely to buy than those who type very general words.

For example, a general search could be

How to generate more sales? And a more specific search

How to generate more sales through a web page?

At this point of the article, you probably already recognize the importance and close relationship of the web positioning to increase profits.

If you start applying the strategies mentioned here as soon as possible, you will become more visible to all your followers, getting more visits, more prospects and increasing the number of clients obtained.

If you want to receive an advice contact us, we are a certified inbound marketing agency by HubSpot to help you create a customized strategy for your company.

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