In the 90s, the search for information on the Internet became possible thanks to the first search engines, software accessible to any computer with a network connection. The ease of finding information with minimal effort according to the user’s search criteria and thanks to the simpler interfaces of search engines compared to other more complex directory systems made the public choose them as the best option, gaining popularity against the above methods. Search engines track information and content on the Internet by following the links that connect some pages with others, giving them a score through an algorithm, determining their position or order within a results index. When the user makes a query in the browser, the search engine locates and offers the best results related to the search term, considering its relevance and popularity level.
The general of the seekers
Among the different alternatives to facilitate search through browsers, Google’s initiative established itself as the best system. Its success came precisely because it took into account the links as a factor of importance or popularity, granting more scores to show preferentially in the search results to those pages that were most visited. Its algorithm called PageRank assigned values and established that some runners had more or less consideration with the set of each website and also with the pages belonging to other domains of similar or the same theme. Google also ended up as the preferred option thanks to its simple search interface, since only with a text field to enter the information it was possible to access the best ten results. Other companies tried to emulate their criteria and methodologies later with less or no success.
What is SEO?
The evolution of web 2.0 and the variety of devices makes Google put its efforts into offering results whose contents attend to multiple factors. The web must be multi-platform, multi-device, and follow the concept of semantic search to respond to a more human and intuitive way of thinking. Google’s efforts to increase its variety of services involve considering many other factors. Among them are the geo location through Google Maps, the search by images that favor’s the contents that include them, the videos on the YouTube channel that may or may not be embedded in the web pages, and the active presence in social networks, although There are many more. Also, search results are evolving and adopting other formats, including items like snippets or snippets, graphics knowledge, location maps, addresses and telephone numbers, and even specific information on the type of activity, providing the ability to insert opinions or reviews by the user. Google’s advertising system called Adwords also allows you to create ads with different characteristics that are shown among the first results when the user searches for related information. But these ads are managed differently from those selected organically or naturally within the concept of SEO.
SEO in practice
SEO comprises a series of knowledge and rules considered valid, legal, and ethical that must be applied to make it easier for crawlers or search engine robots to take into reasonable consideration the pages that we are interested in positioning and their contents. It is necessary to optimize the elements that the search engines review and value, which vary and depend on the environment and the business objectives. Success is reflected by increasing visibility, ascending to better positions, obtaining more clicks, visits, and the consequently greater probability of conversions or sales translated into benefits. The number of visits and their quality may vary depending on the type of search that the user makes, with more or less specific terms, but also on other aspects that are in our hands. Choosing titles in the publications and preparing a list of keywords for the contents under a previous study of the preferences of the target audience is one of the primary recommendations.
Positions in search results
There are a variety of studies based on eye-tracking technologies that show that most users click on links located only on the first page of results. Among these first results (including paid ads), those in the first positions usually get the highest percentage of clicks, especially on mobile devices. And the variation of these percentages depends mainly on the titles of the publications and the descriptions shown at the bottom, something to take into account very logically. The truth is that very few users click on the following pages, and even on the last results of the first page, and this, depending on the sector to which the company belongs, implies that an effort must be made to increase positions, taking into account in addition to the competition.
SEO performance in digital marketing
Comparatively, the differences between SEO and other types of local digital business strategies or campaigns such as pay-per-click (PPC) advertising are usually that it involves a more significant effort at the beginning of the process, which requires more planning and execution time. However, this well-developed investment of resources achieves better results in the medium and long term. Without referring to the costs or amounts invested in each system or technique, the truth is that generally, the results of SEO strategies last longer since those of paid advertising campaigns end when the money runs out. With SEO, you can invest in technical optimization to obtain benefits even for years to come. In more or less timeless content, it can be considered more of a long-term investment than a one-time expense incurred for carrying out an advertising campaign. However, it must be borne in mind that combining different SEO and PPC actions and strategies is always positive. Although both options have particularities that make them more or less appropriate depending on the case, they can also be combined since both respond to the study and selection of different types of keywords to compete for the first results.
SEO can be the epicenter of all channels, including social networks since inbound links from other places contribute to positioning. The contents optimized for SEO receive more links. Still, at the same time, they can link to other sales pages, etc … so they converge in the set of local digital business strategic actions and the stages of consideration and decision by the user towards the purchase. The tactical activities of SEO involve understanding the technical aspect, the content, the study of the business, and the promotional intentions of the company’s website or brand.
Why do people choose the guest posting method to introduce your brand, products, etc?
Anyone who has ever written content knows how long it takes to create a quality article. For this same reason, you have to try to let everyone know your Know-How. And this is where guest posting appears as a very effective strategy to increase brand recognition, create quality backlinks and generate referral traffic to a website. Today we reveal the benefits that guest blogging can bring, some obstacles that you must take into account, and how to overcome them.
Why Is SEO Important If You Have A Business?
1. Detect Possible Errors on Your Page That Take Away Organic Traffic
Are you wondering why SEO is important? To answer this question, let us ask you a few of us:
Have you checked that your page is available to Google robots? Are you not blocking access to the most important pages for your business? Do you have all the essential pages indexed?
Have you de-indexed the low-relevance pages that are unnecessarily wasting your crawl budget? Are the redirects from one page to another well configured? Are the URLs optimized?
If you have not verified it (these points and many more) through an SEO audit and you have not implemented the necessary changes, you are probably losing a lot of organic traffic. And even if you don’t want to invest in other SEO actions, knowing the health status of your page is essential and vitally important.
2. Invest In To Avoid Penalties SEO
If you want your website to rank well in Google, you have to know what actions are allowed and, more importantly, penalized by the most famous search engine in the world.
Duplicate content, low-value content, toxic links, keyword stuffing, spam, etc … are just a few factors that can lead to an algorithmic or manual penalty from Google. And a sentence means a loss of visibility in the rankings, fewer keywords positioned or, in the most extreme cases, the total disappearance of search results.
3. Don’t Fall Behind Your Competitors And Attract Potential Customers
Even if you don’t want to invest in organic positioning techniques, your competition already does. And thanks to the good organic results, it attracts the clicks of your potential customers. Clicks that in many cases lead to conversion. And since many people don’t go beyond the first page of Google results, if you’re not there, they will never find out about your business.
4. SEO Is Important To Improve Local Results
In many cases, a good local SEO strategy allows you to achieve outstanding organic results at the city or region level. Thanks to elements such as optimization of the Google My Business tab and review management, you will be able to occupy the top positions in local search results. , close to your business. Not to mention that if you have branches or offices in different cities or neighborhoods, a good local SEO strategy is a must.
5. Don’t Depend On Paid Campaigns
Why invest in SEO if SEM campaigns are going very well for me? Many are the companies that ask this question. And they are right that paid campaigns are usually very profitable. However, the moment you stop paying, your ads disappear. If instead, you invest in organic positioning, you can continue to attract traffic to your page in the long term without having to invest large amounts of money constantly. And although improving organic positioning is not free, it requires less investment of money than paid campaigns—a detail to consider, especially now that many companies have to face the Coronavirus crisis.
6. Why Do You Need SEO? To Inspire More Confidence
Despite being profitable, Google Ads are still paid ads. And users are well aware of this. Organic search results, however, inspire more confidence. Hence, web pages that enjoy good organic visibility usually have better press than those that only appear in the Google ads section.
7. Build Loyalty To Your User Community
Pages with valuable content and well optimized for SEO fulfill a double function thanks to the pairing of Content Marketing and SEO. On the one hand, they increase the visibility of a page in search results. On the other, they help create and retain your community of users who, over time, can become your most loyal customers, mainly if you invest in the content of interest and provide valuable information to your target audience.
8. Improve Your Branding or Online Reputation
Online visibility helps your brand be recognizable in the sector, and consequently, your online reputation grows. A good SEO link-building strategy is ideal for strengthening the image of your brand in search results and among your target audience.
Conclusion: No SEO, No Gain
Understanding why it is important to invest in organic positioning is the first step to improving the organic visibility of your business. The second is to detect the solid and weak SEO points of your pages, fix them and move on to the next phase, which is content optimization and the link-building strategy to improve the authority of your page. It is clear that without SEO, there is no gain or, as we could say in English, “no SEO, no gain”.
If you are ready to grow your business via SEO services then contact our professional SEO management team member Peter Keller, here is peter both email addresses:
Have a nice day!