What is SEO?

SEO, or Search Engine Optimization, is a strategic process whose purpose is to position a website into the top organic results of a search engine for certain keywords. The positioning will depend on both internal factors of the website (performance, content, user experience), as well as external factors (links).

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The search engine robots analyze each page according to an algorithm, check the optimization and decide on its position in the ranking.

If a website appears on the third page of Google, it’s practically irrelevant for users, so it’s necessary to get the attention of search engines to make the page visible in the top positions. Hence the importance of SEO for brands.

To begin, there are two types of SEO:
SEO On Page and SEO Off Page:

What is SEO On Page?

On page SEO is the one that is worked from inside the website itself. It makes sure that the content is correctly optimized. On page looks at the keywords, the meta tags, the loading speed, the structure of the URL, the adaptation to mobile phones, debugging of the code and the relevant content included in the website.

What is SEO Off Page?

Off page SEO focuses on factors external to the website,- most importantly are the number and quality of links that redirect to the website. Does the website appear in other media that redirect to our site, what kind of media are they, are they are important or not, etc.
 

Black Hat SEO and White Hat SEO

Not everything is acceptable in SEO. Trying to reach top positions using bad practices is harmful to the point that it can lead to penalties.

All those techniques which try to improve SEO by unethical methods that the search engines do not approve of is what is called Black Hat SEO.

Some of these are:

  • Plagiarism
  • Deceptive redirections
  • Unnatural keyword repetition
  • Hidden keywords
  • Creation of toxic link patterns

White Hat SEO is carried out using the quality standards established by the search engines.

What is SEO for?

The importance of SEO lies in the need to stand out from the competition. If a company wants to gain visits to its website, its search engine positioning is crucial.

The further away from the top positions the company is in the results pages, the fewer options there will be for potential customers to visit the website.


The possibilities of clicking from search engine results decrease exponentially the further down the website is the ranking, to the point of being almost negligible if we go beyond the first page, and practically zero in the third and following pages.

How does SEO affect a website?

Properly optimizing a web page is essential if what you want is for Google to show your website before the competition.

For this to happen, we have to study keywords, SEO on-page guidelines must be correctly applied, an appropriate upload speed is needed, and the website must be properly adapted for mobile devices.

The second most important point is the SEO off-page. The links that point to a page contribute to improving its positioning. For this to happen, it’s essential to carry out a good link building campaign.

The graph above shows the evolution of the traffic of a real website in just four months, once they began to apply SEO-oriented improvements. As can be seen, in this period it’s possible to quadruple the traffic.

This, of course, translates into a greater number, not only of visits, but of potential customers for the company.