Before giving you the steps to create a strategy with this optimization technique, I consider it a good idea to start by explaining what SEO is .
Since if you are just starting out on this topic, no matter how many strategies you receive, you will not be able to do a good SEO job if you do not understand what all this means.
Search Engine Optimization (SEO) is a process that we must carry out if we seek to achieve optimization of a website in search engines. It mainly seeks to achieve a better position in the different search engines, thus improving visibility on the web.
You achieve this by applying various techniques and tactics, which will lead that page to be located in the first positions, thus directing a greater number of users to your website. Everything will depend on the agility of the SEO programmer.
This means that if you manage to develop a successful SEO strategy, you will allow more people to find your website, thus attracting more potential customers.
The importance lies in the fact that the sites that occupy the first positions generate the greatest number of visits and traffic.
The idea itself is that your website appears within the first positions of the search .
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The writer Pedro Martín, in his book Telecommuting and Electronic Commerce, indicates that the first 3 places in the search take between 50% and 80% of the existing traffic.
Imagine what it can mean for your business to be located in these places.
This is because users associate the position of your website with the value of the brand. They think that the higher the ranking, the better. It is synonymous with relevance in the market.
Now, it is a joint work between having established your objectives and having a good strategy. Since, it is worthless to have a good SEO strategy, if your content does not offer what is necessary to captivate your target audience.
In other words, before thinking about improving the positioning of your website with good SEO, you must first analyze whether the message you are sending is the right one. And, above all, that it is focused on offering a solution to the needs of the public that we want to reach.
If you manage to understand these key aspects , you will be able to establish the necessary foundations and focus your efforts on what is essential to succeed.
Establishing a good SEO strategy is a rigorous process that takes time, but if it is developed with good foundations, discipline and perseverance, it will bear fruit.
In this article we will indicate the necessary steps so that you can create a good SEO strategy for your website or blog.
The buyer person is the fictitious and generalized representation of your ideal client. This is done in order to have a better understanding of who you are going to sell your products or services to.
This profile will help us, finally, to be able to relate to our real clients.
To establish it, you can use surveys and interviews with your target audience. You could also lean on your current customers. This is a very important task, as it can help you determine the success of your strategy.
The next step will be to analyze the type of searches that people are doing and what are the best words that will position your website.
The keywords or keywords are those that we write in search engines to find information related to our need.
To this request, the search engine reacts by supplying the answer in the best possible way, offering the most relevant pages in the results.
This is why keywords should be the basis for the SEO of any website. It is necessary to identify which are those keywords that can lead users to our website and use them in your SEO on Page and SEO Off Page.
Carrying out a good analysis of them and establishing a good strategy will prevent you from wasting time trying to position keywords that will not benefit you.
Having a good analysis can help you detect and rule out the following:
- Keywords that do not have many searches.
- Keywords that attract the wrong visitors, who do not need what you are offering.
- Very strong keywords, whose competition exceeds your current possibilities.
Keywords can also be classified according to the number of searches that can be established around them:
- Main keyword: very broad searches, which return a very large volume and with a lot of competition. Example: dogs, cars, etc.
- Middle Tail. In these searches a little more is specified but they are still very extensive. Example: cute dogs, cheap cars, etc.
- Long tail. These are the ideal ones because they are more concrete and with little competition. Example: videos of cute little dogs, buying a cheap car in Caracas, etc.
In addition, with the Google Trends and Keyword Planner tools you will be able to see what people are searching for on Google according to language and country.
The next step is to organize the keywords by categories or services and according to the order of importance.
It is important to observe which are those companies that have a greater presence in the searches where you want to appear.
A tool that you would find very useful is Screaming Frog , which will help you discover what those words are used by the competition, as well as their content structure.
Another effective tool for this is MozBar , which is owned by a leading SEO company. It consists of a bar that will allow us to obtain relevant information about our competition.
There is also Semrush , which in addition to performing keyword ranking analysis, also allows you to analyze your competition's SEM campaigns and generate a detailed report.
This is an aspect that you should pay close attention to. Because if your visitors discover broken links, they will not want to continue visiting your page.
This will result in a decrease in the number of visitors, which will affect your positioning on the web. Since search engines will assume that your site is not providing a good experience.
Try to redirect the links to other pages that are active.
A technique that is very effective for your visitors to stay on your page, especially if it is a blog, is to use internal links . That is, those that link to other pages on your website.
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You just have to be clever when linking them so that it is consistent and you manage to engage the reader.
It is not easy to write new and original content. Even professional writers can get stuck at some point.
For this reason, at the time of writing, you should think that the content should be aimed at helping the buyer person through content that is useful and creative.
Rafa Sospedra, in an article published on his blog, titled Are longer articles beneficial? , maintains that the ideal is for articles to have an extension of more than 1000 words , since long articles obtain better results in SEO.
It also highlights that not everything is about length, it is essential to create content that is of quality and meets the expectations of the reader.
Another aspect that you must take care of is that your site can adapt to any technological device. This is known as responsive web design.
It should be noted that since 2015 Google penalizes websites that do not have this type of design.
For this you can use a free tool called Google Search Console , formerly known as Google Webmaster Tools.
This will allow you to resolve problems on your page faster, since it will show you all the errors that Google finds when reading your website.
Another free and very useful tool that you should not forget is Google Analytics . It is used to analyze all your online traffic and determine your marketing metrics.
Which will be useful to evaluate your positioning, new and recurring users, traffic, among others.
Good results and a lot of patience and dedication cannot be separated in this case.
You must be willing to invest as much time as necessary. It is essential to organize yourself, as well as establish a good plan of monthly objectives , implementing different SEO tactics.
A search engine or search engine corresponds to a system which is responsible for helping us find the files stored on the various web servers.
Search engines carry out this process, identifying the keyword entered by the person who is performing the search. After this action, the user can view a list of links related to the topic they are looking for.
Hence the importance of selecting the keyword or keyword that is most effective. Being able to understand the importance of this entire process is essential to establish an adequate strategy, which will work in the medium and long term .
Take into account the following aspects:
- The main function of search engines is to satisfy the user's need for information.
- Result positions are updated automatically through algorithms.
- The result of the search that the user obtains is a mixture of various sites such as websites, blogs, images, videos, among others. And it is necessary that our strategy adapts to all of them .
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When talking about search engines, the first, and almost always the only name that comes to mind is Google.
But in reality there are a lot of search engines that can definitely help us move our sites and we are wasting them due to lack of knowledge.
Among them are:
- duck duck go
- MSN Search
- dumb fine
- Go Yams
- Web 2.0
- And many more!
There are a lot of tools that can be very helpful when establishing your strategy.
This is a free traffic tester and it is also the most popular. This tool will allow you to obtain endless data about how, when and how many users browse your web page.
It serves, fundamentally, to verify that a website is optimal to be tracked by Google. It will give us information on those parameters that the search engine considers relevant to improve the positioning of your website, favoring better SEO.
It is similar to the previous one, but it focuses on the Bing search engine.
This tool will allow you to create an XML sitemap file. What will facilitate the reading of our website, by Google spiders. It is necessary to have a good content strategy, which allows you to generate quality and original texts to, in this way, achieve a good web positioning.
It helps us discover what the trends are in relation to the product or service that we are offering. This free portal allows us to carry out a basic diagnosis of our website. Indicating which aspects of your website need to be addressed most urgently, to improve positioning as soon as possible.
The links that establish links between web pages are essential and are part of a good search engine positioning strategy. Google penalizes links that enter a web page artificially. This is another fairly simple tool, which is useful because it helps us discover the structure of the links and the keywords of the competition.
It allows you to measure, in a simple way and in a matter of seconds, the real position of a web page in relation to that of the competition.
Once we are clear about all the aforementioned aspects, it is time to talk about the optimization of a page or post. Which we can achieve through keywords.
For this task I recommend an application that will be very useful when managing the keyword. This is Yoast , which is a very powerful and easy to use tool.
If your website is in WordPress, Joomla or Drupal, you can easily install it.
Talking a little more about Yoast, it is a plugin that has everything you need to make your website ready for search engines.
You can not stop using this tool if you want to get the first places in Google and other search channels .
In addition, Yoast SEO serves to improve your positioning in social networks, even managing to improve writing for the internet.
Another benefit is that it allows you to design the title and description that will appear in search engine results, making the title look much more attractive.
With Yoast SEO you will also be able to write a title that will be displayed on Twitter and Facebook, when someone shares the page on social sites.
These basic SEO tips can help you reach the top position in search engines.
Since the success you achieve with your SEO strategy will be made up of a host of small details.
Some of them are:
It refers to the text that appears in the search results (SERP). This manages to influence the number of visits you will receive from search engines. Remember not to exceed 155 characters, include keywords, as well as a call to action (“get to know us”, “visit us”).
Be careful when customizing your URLs. These must go according to the content of each page of your website and the keyword.
The "favicon" also known as "favorite icon", is that small image that we can see in the address bar of your browser. It is very common that in this you observe the company logo. Its size is 16px by 16px.
Since most people are more interested in headings, subheadings, lists, and words in bold, it helps to know how to take advantage of this type of structure. It should be noted that it turns out to be a good SEO strategy to include the keyword of your article in H1, which would be the title, and in one of the subtitles.
You must take care of all the details of your website, everything must be designed so that it is in harmony with your SEO strategy, even the images. Since, if you thought that only the content should be optimized for search engines, you are missing an excellent opportunity.
All images, infographics or GIFs that you include in your publication must receive a proper nomenclature, which includes the keyword so that they can be identified in this way. The idea is that Google can recognize what the image is about and thus be able to link it to searches . You should also take into account the charging time. The speed will influence both visits and indexing the page. Another aspect to consider is that the image has the ideal scale according to relevance.
Without a doubt, this topic is both interesting and extensive , about which a lot can be said. It is a clear example of the great progress that technology has had and how useful it can be if we use it in the correct way.
There are so many things that still remain to be said about this topic, that instead of writing an article, a book could be written about everything that we can achieve with SEO and its benefits.
Throughout the topic Google was mentioned many times, and it is not for less. He is really a giant that has managed to be the most popular among search engines and preferred by users. And I hope you've noticed why.
The idea of this post was to highlight the basic concepts, main positioning techniques, the correct way to take advantage of the tools and, above all, how to create a strategy.
SEO goes far beyond getting more clicks. It is a super tool that we can mold and adapt to our business in favor of our activity.