By Abraham Gutiérrez Hernández
What is SEO?
SEO stands for “search engine optimization”. In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business on Google, Bing, and other search engines.
The better visibility your pages have in search results, the more likely you are to attract attention and attract potential customers to your business.
Without a doubt, all businesses and internet sites want to know how to appear on the top of the list in a Google search and other search engines.
When we do a search, three or four paid ads appear first. This means that companies pay search engines to appear at the beginning of the results. Later, the best positioned sites appear organically, that is, through SEO strategies they are placed in the top places.
How does SEO work?
Search engines like Google and Bing use bots to crawl pages on the internet. These “robots” go from one site to another, collect information about those pages and put them in an index. Think of the index as a librarian who can help you find a book that contains exactly what you are looking for in a giant library, which in this case would be the internet.
The algorithms then analyze the index pages, considering hundreds of factors or ranking criteria, to determine the order in which the pages should appear in search results for a given query. In our library analogy, the librarian has read all the stored books and can tell you exactly which one will have the answers to your questions.
The factors for a successful SEO can be considered aspects that help to locate what you are looking for, but also others that enrich the user experience, such as quality, clear and complete information. This is exactly how search robots estimate how effective a site or web page is in providing users with what they need.
Unlike paid search ads, you can’t pay search engines to get higher organic search rankings, which means SEO experts have to go the extra mile for you. That’s where we come in.
Our SEO strategies optimize the search factors related to the text, for example, the quality and veracity of the content, the keyword research, and its percentages of density within the page (how many times a keyword is repeated, which should not be too much nor too little).
There are also several practices that detract from SEO strategies, such as repeating a keyword too much. These are tricks that may have been enough to ensure a high ranking in the days when engine analysis methods were far less sophisticated, and may even work for a short time now, at least until you get caught. Currently, it is best to avoid these cheating practices so as not to be punished by search engines, since when they automatically detect them, they lower your page ranking.
Search algorithms are designed to display relevant authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in search results.
Why is SEO important in marketing?
SEO is a critical part of digital marketing because people perform trillions of searches each year, often with the business intent to find information about products and services. Search is often the main source of digital traffic for brands and complements other marketing channels. Greater visibility and a higher ranking in search results than your competitors can have a great impact on the success of your business.
In short, SEO is the foundation of a holistic marketing ecosystem. When you understand what users want from your internet pages, you can implement that knowledge in your campaigns (paid and organic), on your website, social networks and more.
