What is SEO?
In this sense,Search Engine Optimization, or what we better know as SEO , is a series of techniques that together have the main objective of providing organic positioning to companies in search engines. HubSpot defines it as “the process of improving a website . so that it attracts more visitors from search engines ”. In this way, it is about achieving various strategies that achieve this result for free, without the need to resort to SEM (paid search engine ads) to stand out on the web.
In fact, digital marketing consultant Luis Maran, collecting data from HubSpot and Search Engine Journal, noted that in 2017, “Between 70-80% of users ignore paid ads, focusing on organic results,” that is, on results that were positioned through SEO .
It is also worth noting that SEO is economical for companies (it does not require large resources), because everything depends on the quality of the content you want to publish,This determines how close or far a web page is from appearing in the top 10 organic results. At the same time, this will also depend on how much people want to visit, view, read, or listen to a particular content.
The more attractive a content is for internet users, the easier it will be for people to share it. Therefore,The goal is to get constant traffic to continue standing out among the top results .Why is this so important? According to Maran, the first 5 results on Google pages receive 75% of user clicks. Therefore, appearing among the top results becomes important for companies today.
Types of SEO
There are different ways to achieve positioning for free. We can classify SEO into two large groups:
SEO on page
On-page is considered to be all the positioning strategies that are carried out within the same company page. The objective is to adapt the content that you want to publish to the basic principles of SEO . Therefore, generating valuable content, providing tools to share the content, improving the speed and performance of the website, creating a version for mobile devices, giving strength to your keywords and, in general, improving the technical aspects of the website so that they can be easily indexed by search engines, are part of the strategies that you can apply to achieve positioning through on-page SEO .
SEO off page
“Off page” refers to all the techniques that can be used to increase the traffic of a website, outside of it. For example,adding links to other pages that connect to your content and any link building technique that will allow you to increase the number of links to your site.If you create strategic alliances with websites that already have a large number of visitors, you will be able to direct those readers to your content more easily. There are various web portals where it is advisable to publish the content you write on your blog. In this way, you will be giving more visibility to your publications and at the same time you will be building more links to your page.
How do search engines work?
Search engines work through three types of processes: crawling, indexing and ranking. The first refers to the use of crawlers or web spiders (computer robots) by search engines, who are responsible for tracking and browsing millions of web pages hosted on the Internet every day. However, how do these robots create efficient search results for the millions of queries that users make? By indexing keywords and types of content, these spiders classify their route.
Indexing, on the other hand, is the process in which these search engines – thanks to the work of crawlers – classify and store all the information in their results index.This creates a kind of virtual warehouse or storage that is organized according to keywords that were previously classified. This order allows people to quickly and accurately find the content they are looking for when they perform their searches.
Finally,Once the information is indexed, search engines are responsible for evaluating the elements that accompany this content in order to position us,such as: publication date, number and duration of visits, number of external links (off-page SEO), content quality, page loading speed, keyword density, good use of URLs, image tagging, content tagging, among many others. All this with the aim of grouping in the first search results, those pages that have a high level of participation from Internet users, that philippines telegram i s, those that are better written and with very comprehensive information in relation to the searches that people carry out.
The importance of SEO in inbound marketing
SEO is an essential part of the first stage of the inbound methodology . By properly optimizing the positioning of a website, it facilitates the process of attracting unknown people from search engines and converting them into website visitors. The inbound methodology comprises 4 stages: attract, convert, close and delight . Therefore, SEO is an important tool to move from the first to the second stage.
The purpose of this methodology is to complete a purchasing process, thanks to the voluntary attraction of customers.Some of the most commonly used techniques to achieve this are: creating attractive content, adding keywords , educating people, knowing exactly what they want to read, among others. Providing valuable content should be your top strategy when it comes to spontaneously attracting your customers.
According to Hubspot , Google receives over 3 million searches every day from people who have questions and problems they want solved. So, search engines need to provide the most relevant, useful and reliable answers. This is whySEO as an element within inbound marketing plays a fundamental role, since it acts as a strategy to position valuable content that attracts various sales opportunities.
In conclusion, building a good SEO strategy for your website will allow consumers to find you when they need you. In addition, it works as a natural attraction mechanism that initiates the inbound methodology and, consequently, all its stages for successful customer loyalty. Remember that it is not necessary to resort only to a SEM process (paid ads) to increase visibility and impact. Work under an inbound (non-invasive) system and constantly evaluate the effectiveness of your content within the profiles of your buyers, also known in inbound marketing as buyer personas .