The purpose of SEO positioning optimization is to increase visibility in a specific search engine among the organic search results, that is, without paying for the result to appear among the first. Each search engine has its own characteristics, although generally when talking about SEO we usually refer to positioning in Google , which is, by far, the most used search engine globally and also in Spain.
SEO is a field that is constantly changing, as it depends on the functioning of the Google algorithm, which undergoes an average of 500 updates per year. Although these are usually minor modifications, a version update is usually released approximately every year, including more profound changes that can render previous methods used in SEO obsolete. Therefore, this discipline requires constant attention and adaptation to these modifications.
SEO
The factors on which search engines base their ranking of web pages are very diverse, but there are two that are the most important, which are authority and relevance .
Authority refers to the popularity of a website . The more popular it is, the more valuable Google considers the information on it to be. This is the most important factor for search engines because it is based on the experiences of users themselves. The number of times a piece of content is shared is considered to be directly proportional to the number of people who find it useful.
Relevance refers to the level of relationship between a page and the search term that has been performed. This is measured by many factors within the pages themselves ( on-site ). At first, it was enough for the term in question to appear many times on the page, but many included the term an exaggerated number of times, even hindering the understanding of the text. This falsified the relevance of the pages, which did not really make them more relevant just because they contained the searched term more times, and that is why it was modified.
Depending on the factors we focus on for SEO, we can distinguish two different parts :
On-page SEO : factors within web pages, which have to do with the content of the page. These factors are mainly related to relevance, making the search engine understand the content of the page. These are factors such as the presence of keywords and their relevance to the search term, the loading time of the page or the format of the URLs , among others.
Off-page SEO : factors external to the website being worked on. The most important factors in this case are the quantity and quality of links (both to other pages on the website vietnam phone number list itself and to external pages that correlate with the content of the first one), the authority of the brand , mentions in local media and performance among search results, that is, its CTR (number of clicks a link gets in relation to its number of impressions).
There are also two ways of working on SEO according to the ethical approach :
White Hat SEO : This approach follows all the guidelines provided by the search engine for the good positioning of web pages. These are mainly guidelines related to the relevance of the page for the user who performs the search, through the provision of value.
Black Hat SEO : in this case, unethical techniques are used that, instead of following the search engine guidelines, try to take advantage of elements that are not properly regulated or overexploit some others to obtain “shortcuts” to better positioning. These techniques are risky, since, although they may provide benefits in the short term, in the long term the algorithms are usually corrected to avoid these practices, which can even penalize positioning.
How search engines work
Search engines work by following a first phase of crawling and a second phase of indexing .
Tracking
This procedure is performed by web crawlers , also called spiders or bots , which help search engines improve the search experience by collecting data from web pages to understand their structure and relevance. Google's search bot is called GoogleBot , which crawls all existing URLs on the Internet to build Google's database.
For crawling, bots rely on lists of websites and sitemaps from previous crawls, and within these, they look for links to other pages to which they jump. These bots have a preference for new websites and changes to pre-existing websites.
There are usually certain pages within a website that are not wanted to appear in search results, so they are restricted from being crawled by bots .
Indexing
After data is collected by bot crawling , pages are added to lists or indexes , where they are sorted by content , relevance , and authority . This allows the search engine to determine which pages best relate to a particular query and display them in the results.
As mentioned above, search engines used to only take into account the number of times a keyword was repeated on a page. Pages that contained the term more often were ranked higher. However, now, for ranking, the quality of the content is taken into account more , also measuring the presence of videos and images or the date of publication, among others.
After crawling and indexing, the algorithms search the indexes and, taking into account all the ranking factors, choose the pages that appear first or last in the search results.
SEO
Why am I interested in working on my SEO?
SEO improves the usefulness and value of a website for users and search engines. In other words, it tells search engines what a page is about and whether or not it is relevant to a particular search.
The importance of positioning in search engines lies in the great benefits that come from having a page appear among the first search results. More than 3.5 billion searches are carried out on Google every day around the world, 90 billion a month. For each search term the figures will be different, depending on the number of searches for the term in question in each period of time.
Whatever the business model behind a website, the higher it appears in search results, the more visits it will get and therefore the more income it will be able to generate , although the number of visits is not the only factor on which income depends. Hence the enormous importance of SEO for a digital business.
If you want to improve your SEO positioning, contact us and we will make your website appear among the first search results on Google.