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SEO and web positioning

At Gotoclient we know that the “online demand” generation usually uses different digital marketing channels. Undoubtedly, one of them is SEO or web positioning.

It is normal to include different aspects related to web positioning in our digital strategy services, from a SEO analysis - or complete web positioning analysis - to a keyword search for a very specific objective.

Let's talk about your SEO strategy

What is SEO in digital marketing?

SEO is an acronym in English for Search Engine Optimization and consists of all those actions that we can do so that the assets of our brand on the Internet are positioned in the main search engines, especially Google.

SEO is usually conceived of as one of the better channels of digital marketing and has traditionally been given a lot of respect.

The reason for this respect is that the SEO brings the so-called organic traffic, that is, visits from search engines of the Internet - mainly Google – without any direct economic investment effort in any advertising platform.

This is why the SEO has traditionally been considered highly important in the digital strategy, since if it is possible to get an article or search result in one of the first positions of the Google results, or in English, it will provide us with visits in a regular way without additional effort on our part.

How SEO works

When a person uses an Internet search engine - such as Google, Bing or another search engine - to make a query or search, the search engine organizes the results it offers on subsequent pages, which are called result pages.

In these pages of results – called, in English, Search Engine Result Pages, or SERPS - there is a part of the space that is reseved for the so-called organic results whilst there is another part for the ads of the Google advertising platform.

Organic results are the spaces which you can influence through an SEO strategy, because they are not reserved for adverts on the Google advertising platform.

In this sense, the goal of the SEO is for the company to appear positioned in the first results of Google, either through the content resources of your blog or through pages designed to show the services it offers or the products it sells.

This will depend on the SEO strategy used and especially the business model of the company. Logically, an online store will not follow the same SEO strategy as a B2B company that sells services.

SEO vs SEM

On the other hand, there are other spaces in Google's search results that are reserved to include ads and which the web positioning strategy is unable to affect in any way.

These advertising spaces are managed from the main advertising platform of Google, which is called Google Adwords.

In this sense, the SEM or Search Engine Marketingl is the branch of digital marketing dedicated to the management of ads that can be done in search engines, with Google being one of these search engines - the most used in the western world - and Google Adwords being your main advertising platform.

And, if SEO is to get the online assets of our company to achieve good rankings in the results pages of Google and other search engines, the SEM has to do so with the specific marketing that is done in these search engines.

 

Find out more about SEM and PPC

 

Here's how to spread the space on a Google search results page between ads and organic results:

ubicación de los anuncios en google

The importance of keywords research in SEO

The keyword search is essential at the level of web positioning strategy.

It consists of detecting the expressions used by people who respond to the ideal customer profile of a certain company when it comes to Google searches.

Descubre las fases del Inbound Marketing explicadas a la práctica

Consider the searches that are done on Google as real questions that people may have about certain topics.

Our recommendation is that you approach this topic from an Inbound Marketing perspective, providing answers to these questions in the areas in which your company can be of help.

This way you can connect with your ideal customer profile during the entire purchase process, not just in the lower part.

What is SEO on page?

The SEO On Page consists of those actions that can be done on a website to optimize it for the search engines.

That is, with the aim that Google and other Internet search engines can go through said website in a clear way without complications of tracking.

SEO on page of technical type

Mostly, the factors that most influence the success of SEO on page are technical. Some of the most important are.

  • That both the html and JavaScript code of the website are minified (ie, compressed)
  • That the loading speed of the page is reasonable, since the user wants to access the website whilst it is displayed on the screen. However, there are some parameters. You can do a load speed test through Google Page Speed Insights
  • That we do not have broken links that impede the speed of the website by means of robots of the internet search engines

SEO on page at the content level for blog

There are different approaches to the SEO on pages when we talk about content. It will depend logically on the type of website. For example, it is not the same to elaborate the contents of an e-commerce webstite (the pages of categories, the product sheets …) as that of a blog.

But in both cases you have to make a good content architecture, which is the concept that is used to define how we structure all the contents that must be available on a website.

To put this into practice, if we put, for example, the blog of your company, in Gotoclient we recommend that you create your content structure with a view to achieving thematic coherence, common sense and usability, rather than trying to position a keyword for each page.

That is to say, make sure that your website - be it an online store or a blog, for example - meets the following criteria and without a doubt you will also be helping it to be optimized at the SEO level:

  • What is done thinking about the search needs of your ideal customer profile
  • That its structure is really usable, with a coherent content architecture
  • That is done taking into account a keyword research, but not thinking of a keyword per page or URL, but rather in sets of keywords for thematic pages. This is especially important for both blogs and the category pages of online stores
Do you want to talk about the positioning of your website?

What is SEO Off page?

If the SEO on page is what you can do your website for that purpose, the SEO off page consists of all those activities that you can do outside of your website to improve your positioning on Google and other search engines.

Mainly, the SEO off page consists of the linkbuilding application, that is, of techniques for generating incoming links - or backlinks.

It is based on getting other websites to place links to yours, which gives your website - including a blog - greater strength at the level of positioning in Google and other search engines.

A few years ago, when SEO depended on purely technical issues and search engines could not relate content at a semantic level, it was necessary to perform the SEO off-page based on specific keywords.

 

That is, the process was the following:

 

  1. It was decided which keyword we wanted to give strength to in the SEO, and, therefore, what keyword was the goal of the linkbuilding strategy
  1. We contacted the managers of other websites - or webmasters – insterested in this, so that these keywords could be better positioned in Google, with the aim of placing a link to our website using these keywords
  1. And, depending on factors such as the authority of the page and the domain authority that puts the link to our website, the specific keyword that received the link receives more or less SEO strength, also known as link juice.

 

As of today, Google is rapidly developing the ability regarding semantic relationships between content beyond the individual keywords and values, and uses, more and more, elements such as the user experience to decide whether a website deserves a greater or lesser ranking in its results pages.

Along these lines, in Gotoclient we recommend that the linkbuilding strategy is not based on individual keywords as well as other factors, such as the fact that the websites chosen to link to us have real quality at the content level.

Logically, this may have exceptions, for example when we need to boost a specific keyword in a very specific way, but in general terms we recommend what is mentioned in previous lines.

SEO for content marketing

When we are doing a content marketing strategy on the internet, it is obvious that one of our objectives will be how the blog articles are positioned on Google.

There are different factors that, when creating content on the internet, we must abandon, such as the traditional SEO approach, based on individual keywords for each page, and make semantic SEO efforts.

We recommend acting on the basis of a strategy to create content clusters, which consists of developing different content - for example, blog articles - around a specific topic.

This is one of the bases of content marketing that makes sense today.

We want to clarify that the concept of content cluster does not really belong to SEO, but is one of the pillars of the content strategy that makes sense today and, more globally, is done under an Inbound Marketing approach.

All about Content Marketing

Other important SEO concepts

The following concepts are important in the field of SEO or web positioning. We explain them briefly.

What is linkbuilding?

The linkbuilding is the basis of SEO off page and consists of the strategy of generating external links for a website or blog. That is getting incoming links, which favor the web positioning of said web or blog.

What is local SEO?

Local SEO is the name given to web positioning efforts specifically for local businesses, especially physical stores or service companies oriented to local markets.

What is ASO or SEO positioning in mobile applications?

ASO stands for the English expression App Store Optimization.

It consists of the techniques that exist for a certain mobile application to achieve a good ranking in the list of results offered by an app store or app store (such as Google Play or Apple Store) with a certain search.

If you have a mobile application whose downloads you want to incentivize, the fact that it is properly positioned in the main app stores is important.

What are inbound links and outbound links?

In SEO, an inbound link to a website - also known as backlinks - are links that the website receives from other websites. An example of this is when we have a blog with articles and another website links to one of them in its own content strategy.

On the other hand, an outgoing link takes place when the reverse occurs. That is, when we place a link to another website anywhere on our website.

What are broken links?

Broken links are links on a website that lead to a non-existent or removed page, giving an error of type 404. This type of links interrupts the tracking activity of robots or crawling spiders of Google, so they are a penalty factor in web positioning.

What is the link juice?

The link juice is the term with which the SEO value - or SEO strength - is known, which is passed from one website to another, from links. In this sense, the achievement of greater link juice is what is intended with the linkbuilding or strategy of generation of quality incoming links.

What is the domain authority (DA) or authority of the domain?

The Domain Authority (DA) is a concept coined by the Moz company that defines the SEO strength of a given domain, based on different parameters of SEO on-page and off-page that can be summarized, above all, to 3 parameters that give a score of 0 to 100:

  • Age
  • Popularity
  • Size

In this sense, a very important factor in this regard is the quantity and quality of backlinks or incoming links that a domain receives, as well as the time that has passed since the domain was acquired.

Some SEO experts argue that DA is not still a determining factor in SEO, while others continue to defend its importance.

What is the page authority (PA) or page authority?

The page authority or PA is the equivalent of the DA, but in this case of a single page or URL of a website and not of an entire domain.

As with the DA, in the case of the page authority or PA, there is some debate about whether or not it still has the importance it had as a determining factor in SEO.

SEO is, then, important in terms of generating online demand. But we recommend that you address it within the framework of a global digital strategy.

Let's talk about your SEO strategy