While SEO takes time with us, there are still people who ask “what is SEO”.
Okay, said like that, I still do not solve your doubts. And if I tell you that through SEO we improve the visibility of your website in search results, better right ?.
Let’s take an example.
Imagine that we do a search in Google of the term “Fashion”. The search engine returns a series of results, and not all are related to SEO. In this case, Google is showing us in the first place a block with ads (in blue). After them, the SEO results are shown or also called organic results.SEO results in the Google search engine http://seosolved.com.au can help your website to get on top.
Benefits of SEO
Now that we know what SEO is, we have to talk about why we should include it in our online marketing strategy. On this occasion, we will give you 3 reasons for this: quantity, quality, and profitability.
The fact of being visible translates into more visits and if there are more people visiting your business, the probability of reaching your goals increases.
Undoubtedly, search engines are one of the main sources of information, both for users and companies. Hence, Google is an excellent showcase to show what we know best.
Although we have the best product or service, we need to make it known to our target audience, do not you think?
The visits that arrive at the web through the search engines are of quality. That is, they are users interested in our products or services.
For example, when we make a campaign on television or on the radio, the ad is shown to everyone, regardless of whether it is our target audience or not. In contrast, when a user does a Google search, there is a prior interest on the part of the person using the search engine. In other words, it is he who seeks us. Through SEO, we go out to meet you achieving visibility in the search engines. In this way, we do not generate any type of interference, unlike advertising in other media. Hence, it is said that SEO is demand oriented.
The profitability offered by web positioning services is usually much higher than that obtained through an advertising campaign. Especially if we compare it in the medium or long term.
At the moment you stop investing money in advertising, the results stop coming. On the other hand, if you generate quality content, the results will be maintained over time, regardless of when it was created.
How SEO works
SEO takes into account the particularities of search engines when it comes to displaying search results. Based on them, we adjust or optimize the web to meet a series of requirements: that is traceable, indexable and relevant. Now we will see the reason for this affirmation.
Sticking to the example that Fernando Maciá gave me one day, Google is like a large library and its main function is to organize and classify all information, based on criteria of relevance.
The maxim of Google is to offer relevant search results, if we do not do so, we as users would stop using this search engine. Hence, it shows in the first place those results that he considers most relevant.
I mean with that, if we do a Google search of “rural houses” and show us “restaurants in Madrid”, obviously, this result is not coherent and therefore, it has no relevance for us.
Following the example of the library, imagine that Google receives a book and has to classify it in the corresponding bookshelf. In that case, the first thing you would look at would be the title, subtitle e and synopsis or summary of the book. The information obtained may be relevant enough to make a good classification, but the opposite may occur. In that case, Google will do so based on its criteria, whether or not it is correct in its decision.
In his day Google was showing it in their results when someone was looking for “prior appointment penitentiary institutions”.
Why? You will ask yourself. Well, in this case, the web was not optimized and therefore, did not provide relevant information to Google about it. So neither short nor lazy, the search engine interpreted the information at their discretion.
The opposite case would be Rosa Clará’s. Where we do have a more usable and goal-oriented website, where its content is relevant. In fact, if we search Google for “cocktail dresses”, we will see how the first SEO or organic result, that Google offers corresponds to the category of “cocktail dresses”.
The term “cocktail dresses” is used by users in their searches about 1,600 times a month on average. This translates into a significant percentage of visits to the web.
Trackable and Indexable
The first step for our website to appear in the search engines is to facilitate your access to the different pages that make up our website. To do this, search engines use the so-called bots, spiders or search robots. Google specifically calls Googlebot.
Once the robots access the web, they need to collect information from the different pages to later catalog them and include them in their index (indexation).
Therefore, in order for our website to appear in the Google results, it must have been previously included in the search engine index. The second step is to classify indexed content based on its relevance and authority.
It should be noted that we, through the robots.txt file, can set a series of guidelines to prevent search engines from tracking certain content on the web. This prevents them from being indexed and appear in the search results.-
Factors that condition the tracking
There are a number of factors that facilitate or harm the tracking of our website. Among them, it is worth mentioning:
- Web loading speed: A slow web limits the tracking of robots by the different levels of a website since they use a certain time. It happens just like with the users that visit the web, if this one takes in loading its content, they will choose to leave.
- Web architecture: Based on how the web has been structured, it will be easier or easier for the robot to track the pages. The following image shows a web architecture based on a hierarchical order. Where the degree of relevance goes from more to less, that is, from the home page to the subcategories or subsections.
- Internal linking: The existence of internal links facilitates the connection between the different pages or categories. In this way the access and tracking of the robots to a greater number of pages is promoted. On the other hand, users can also benefit from facilitating navigation from one page to another.
Types of SEO
We are going to establish two typologies based on whether SEO is done inside or outside the web itself.
SEO on page
In this case, the actions are carried out on the website itself, facilitating the tracking and indexing of the website. This will take into account the web architecture, loading speed, internal link, existence of duplicate content, etc.
On the other hand, based on the selected keywords, we will provide relevant pages so that the search engine is clear about the content of the same.
SEO off page
Unlike the SEO on the page, we do not have control of the SEO of the page. In this case, we work so that other websites link to ours. We can say that each link is a reference that someone makes us. For example, imagine that we do a research work and publish it on the web. If the content adds value and is good, other websites will echo it, linking it. Mentions and dissemination in social networks are also taken into account.
In short, what is SEO?
Each one interprets SEO in one way or another. There are those who are obsessed with achieving the first positions, period. Instead, I am one of those who thinks that SEO is a means to achieve our goals. For this, it is necessary to empathize both with the users and with the search engines themselves.
On the other hand, it is true that when talking about search engines, Google is the first one that comes to mind. But we should not forget other types of search engines, such as Amazon or YouTube. The difference between Google, Amazon, and YouTube, is the type of content they display in their search engine.