Before
embarking on a new project, it is better to know where we are going and if we
have any chance of achieving results. For this, nothing better than knowing the type of SEO strategy that our
competition does .
We will not
always be able to appear by the terms that we would like or by the ones that
our client would like if we work only
on-page aspects, and less if we
face a vertical portal.
We will have
to use other means such as mentions,
reputation, social media, press releases, link building, blogging to create
related content , etc ... rather off-page factors . But as I say, the type of SEO we do will
depend on the type of page we want to be.
Where SEO is
applied
As we have
already said, SEO are techniques that are used to make search engines recognize
the content of our website and position it according to them. To do that, theyuse a series of internal parameters that, by the way, search engines like
Google change every two by three.
The reason,
in addition to improving its operation, is to separate the grain from the
straw. In other words, see which websites are active and which are not,
depending on whether they update their content and adapt to the new parameters
or not. Thus, those that update frequently will obtain a better position than
those that do not.
Its
application can be carried out in:
SEO On Page: SEO On Page, is the optimization of
the site's html code so that the search engine algorithm tracking gives it the
best position in the results in the preference of internet users. What does
this mean ?, because the better the internal code of our website, the better
position will be given by browsers.
SEO On
Content: SEO of Content of the sites, consists of the optimization of the
written content of the pages of a site. This part of the SEO applicationrequires professionals who handle the
correct use of the language and
the best strategies that make the most of the analysis and use of the
so-called Keywords . Commonly we consider it part of SEO On
Page. That is, the better the content of our website is written, including the
keywords that users type in search engines to find information, the better
positioned our website will be.
Off Page
SEO: Off Page SEO, are the actions that specialists in these techniques perform
outside our website to improve its position in search engines. It is the most
complicated part of SEO positioning since it involves the development of links
to sites related to the one you want to position yourself in compliance with
the requirements of good practices from
search engines.
It is also
very common to think that web positioning is the same as SEO. SEO is just one
of his specialties.
Having a
well-positioned website is vital for any business or project that requires
visibility on the Internet.
And whereits relevance is most clearly seen is in electronic commerce ; According to the
Study of eCommerce in Spain, in 36% of cases, the brand's website is the main
source of information used by consumers before buying, even ahead of social
networks! (which only influence the purchase decision by 27%). Do you
understand now why it is so important for your website to have visibility?
And it isprecisely the way of acquiring that visibility that allows us to distinguish between
different alternatives to do web positioning.
Thedifferent types of SEO and web positioning
Above we
have already talked about SEO and the different types that exist. The great
advantage of SEO? That the results last over time, as long as natural SEO
positioning is worked, without incurring penalized techniques. You can readabout it here: How many keywords are recommended in SEO?
There are
other positioning techniques:
SEM
positioning:
SearchEngine Marketing (SEM) also seeks to position a site in the first results for
certain searches or keywords. The difference is that with SEM , you position yourself based on a
checkbook, through sponsored links on platforms such as Google Adwords.
This type ofadvertising works through a real-time bidding system that establishes a Cost
Per Click (CPC). But in Adwords, the highest bid is not guaranteed first place
in sponsored ads.
Google wantsto make sure that the ads are useful for the users and for this it adds a
factor related to the quality of the campaign and the landing page to which itleads: the quality score . The position
or ranking in which your ad will appear depends on the CPC and the quality score.
and the success between the click and the conversion, on the landing page of
the ad (the contact page, the landing page), etc.
The SEM
has the advantage that it works! According to a survey
, 40% of SMEs that invest in a marketing product do so in Adwords
advertising .
Against him,
and unlike SEO, the results disappear the moment you stop investing money.
Social Media
Optimization (SMO)
This type ofpositioning is specialized in social channels (blogs, platforms, social
networks ...). The SMO fulfills two basic functions.
Use social
media to generate web traffic.
Position
your page on the social networks themselves.
Bothapproaches are compatible and complement each other within a global marketing
strategy. The actions within the
SMO are focused on creating
corporate content, diversifying it into different formats, sharing it on
various channels, promoting their sharing, generating conversation, searching
for virality, etc.
One of thebiggest advantages is that, in addition to generating traffic to your website
and gaining visibility within other channels such as social networks, SMO is
important for branding .
This opens
the doors to another type of positioning, which is to install your brand in the
minds of users. One of its main disadvantages is that, although it can provide
you with peaks of visits, the actions have a very short life, which forces you
to do constant work.
Which of
these options is the best for my project?
All of them
are complementary. The most advisable in most cases is a strategy that
combines SEO, SEM and SMO. Because if
you publicize your brand from minute one with social channels, you get
short-term clients with sponsored links, and you do serious optimization work
in the medium or long term ... what can go wrong?
And so far
we come with this post about the different
types of SEO that exist.
