What is SEO?
SEO (Search Engine Optimization), also known as organic or natural positioning, is a set of techniques whose objective is to optimize the visibility of a website on search engines. The most important worldwide is Google, but it also works with the others.
These actions can be carried out within the website itself by optimizing internal code or content (SEO On-Page) or outside the website by building inbound links and social signals (SEO Off-Page).
Why is it so relevant for businesses?
SEO strategies aim to improve the website’s position in the ranking of the results pages, called SERPs, for relevant keywords that attract the attention of potential customers and thus access the funnel or sales funnel.
Undoubtedly, it is one of the most important digital marketing strategies. The underlying reason is that it allows increasing visibility and the number of visits coming from search engines (organic traffic). In short, SEO means more opportunities to convert potential customers into customers.
But what signals does Google take into account to index and rank a website in its SERPs? The answer may surprise you: more than 200. And the “fun” part is that these ranking factors are constantly evolving.
Google’s goal is to offer the most useful response to user searches. In order to do so, its algorithm is constantly learning. For this reason, SEO experts must be aware of the latest algorithm updates to continue competing for the top positions in the search engine.
It may seem like a headache. And, in fact, when not implemented well, SEO can be a nightmare for businesses. You spend money and get nothing in return. So…
What to take into account when implementing an SEO strategy?
We have mentioned that Google uses more than 200 signals to index and rank web pages. However, let’s focus on the most relevant and the easiest to act on.
Content is the pillar of SEO strategies. For content to be effective, it must be relevant, of use, and attractive to users, responding to their search intent. In addition, quality content generates links naturally and encourages the user to share it by increasing social signals.
When creating content, we always must keep keywords in mind, that is, the terms that the user types or pronounces in the search engine to get their answers. “Italian restaurant in Madrid” would be an example of a keyword.
A keyword study is a basis for the creation of content. Without it, we would walk blindly. Once we identify the best keywords, we must place them strategically on the website, in places such as the H1 and H2 headings, the URL, or the Title meta tag.
2. User experience
Google advances every day to understand search intentions better and adapt results accordingly. The website that provides the most useful response and is easiest to navigate is the one that will win the user’s favour – and thus Google’s favour, which will rank it higher.
Statistics such as click-through rate, bounce rate, or time spent on a page can help us know the degree of user satisfaction with a website. If the user experience is good, it is more likely that the visitor is encouraged to leave a comment positively valuing the content or share it on their social networks, boosting the reputation in Google.
The performance of a website is key for SEO positioning. If it is optimal, the user experience increases. In this sense, the loading speed becomes important. Users wait an average of 5 seconds for a website to load. If it does not load in that time, they abandon the page to search for another result.
Mobile usability is also paramount. In the middle of 2019, when around 60% of searches come from mobile devices, a website must have a responsive design, that is, that it is displayed correctly from any device, whether it is a PC, a smartphone, or a tablet.
4. Link building
The most important component in deciding whether or not your website ranks highly in search results is link building. Make careful to incorporate internal linking when establishing new pages on your website. Consider linking to reputable websites to gain credibility.