What is SEO and its importance to increase the visibility of companies on the Internet

What is SEO? For some online businesses, it is a real nightmare, while others see it as a golden opportunity to be visible on the Internet and generate new customers. Anyway, organic SEO management is increasingly used, day by day.

The Definition

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 in search engines, with Google being the most relevant in the world. 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).

SEO strategies

SEO strategies are intended to improve the position of the website 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.

Without a doubt, SEO positioning is one of the most important digital marketing strategies since it allows increasing visibility and increasing the number of visits that come from search engines (organic traffic). Ultimately, SEO means more opportunities to convert leads 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 most “fun” thing is that these ranking factors are constantly evolving.

Google’s goal is to offer the most useful response to user searches and to achieve this, 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.

What are the crucial factors of SEO?

As we have announced, Google values ​​more than 200 signals to rank a website in its results ranking. However, we can identify the 3 most relevant positioning factors in 2021:

1. Contents

Content is the pillar on which SEO is based. Without content it is practically impossible for a website to rank in search engines. For content to be effective it must be relevant, useful and interesting for the user, responding to their search intention. In addition, quality content generates links naturally and encourages the user to share it by increasing social signals.

When creating the content, it is necessary to take into account the keywords or keywords, that is, the terms that the user types or pronounces in the search engine to obtain their answers.

A keyword study is the basis of content creation since without it we would be blind. Once the keywords are identified, it is necessary to place them in strategic places on the web such as the H1 and H2 headings, the URL or the Title meta tag.

2. User experience

User experience is related to Rankbrain, the machine learning algorithm based on Artificial Intelligence that Google uses to help sort and improve search results. Google moves forward every day to better understand search intentions and tailor results accordingly. The website that offers the most useful answer and that is easier to navigate is the one that will win the favor of the user and, therefore, that of Google, which will position it better.

3. Performance

The performance of a website is key for SEO positioning since, if it is optimal, the user experience increases. In this sense, loading speed becomes important. Users wait an average of 5 seconds for a website to load. If you don’t do it in that time, they leave the page in search of another result. Mobile usability is also paramount. Today, when around 60% of searches are made from mobile devices, it is essential that a website has a responsive design, that is, that it is displayed correctly from any device, be it a PC, a smartphone or a tablet.

Now you already know why SEO is importance. What are you waiting for?

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