Search Engine Optimization by its initials in English is translated into Spanish in different ways, including: search engine optimization, search engine optimization and web optimization.
SEO is the process by which aspects within a web page are modified, related to its structure and content, with the intention of improving its visibility in the results of search engines.
In recent years, SEO has been one of the most valuable practices of web marketing, due to the contributions it generates to the traffic of a web page. This input, according to the intention of the page, can translate into more sales, more opportunities, higher publicity, greater diffusion of content, etc.
Search engine positioning is the process of improving the volume of traffic to our website by achieving a better ranking in the search results pages. We understand that SEO is important, as it brings traffic to our website, and as a result leads to more sales. However, search engine optimization is a complex process that involves different SEO techniques and strategies. Here’s how SEO works:
Indexed pages are the pages that are recognized by search engines. That means that when we start a new web page, search engines need some time to index their pages using the crawlers. The crawlers gather the necessary information from the web pages that, later, are used in the algorithmic search results. We must bear in mind that not all the pages of a website are indexed by the search engines, only the most important ones.
This is the second step that webmasters must take into account in the management of an SEO strategy. Although crawlers help to include a web in the search engine results, there are some cases in which you want to prevent the crawler from indexing the content of the pages. This is done when they are internal pages that do not offer relevant and quality content that you want to index, and that is sometimes protected with the robots.txt file.
When we talk about how SEO works, it is important to mention the term prominence. Distinction refers to the visibility of a website in the search engine results pages. Since positioning is important for a successful business, it is clear that increasing prominence is a key success factor. There are multiple ways to increase the prominence of a website.
- Keyword analysis – The use of appropriate keywords is one of the most important elements of Search engine optimization since search engines use keywords to obtain information about the content of a website. The analysis helps you choose the relevant keywords.
- Optimization of the page – Relevant keywords must be added to the meta tags to improve their preeminence and consequently bring more traffic. This process is called page optimization.
- Cross-linking – This refers to the linking process between the pages of the same site.
- Link Building – These links determine your popularity on the internet. The more links you have, the more popular you are. Therefore, obtaining links that point to a website is very important to increase the prominence on the Internet.
- Content – Another way to increase prominence is to write quality content that appeals to users and search engines. Since search engines use frequency trackers, it is important to update content regularly.
The following infographic, called “Visual SEO Guide,” is an illustrative example of how SEO works.
The first element is keyword research. The second element that should be considered is the structure of the website. We must bear in mind that search engines do not classify the websites, but classify the pages. Therefore, we must create a website that has separate sections for different aspects. The next step is the construction of links. As we have already said, they help to get more popularity online and some segments of the link building strategy are presented in this infographic. When we talk about SEO tactics, it is important to distinguish between tactics “white hat” and tactics “black hat”. The infographic illustrates the aspects and value of both. Since social media has a growing influence on the way, we view information today, the importance of presence in social media is also an aspect of search engine optimization. After creating and publishing content, social media accounts can be used to share that content. This will increase the number of visits, which is the goal of SEO. The final part of the infographic shows the difference between paid vs. organic search results. It has been concluded that the pay per click on the links (PPC) have a lower rate of clicks than the higher ranked results (SEO).
Search engine optimization requires a continuous effort and a strategy that guarantees a high rank in the search engines. In addition to being a long-term strategy, it is important to understand that search engine optimization is subject to change due to the development of new features, tools, updates, etc. Therefore, although these segments show how SEO works and which the points on which we must focus are, we must always be willing to implement innovations and work on the development of new ways to achieve results in the first pages of the search engines.