Anyone who owns a website or an online store has surely wondered more than once what SEO positioning is or why it is so important to do SEO on a website. And that’s something completely normal. This is a topic we talk about all the time in marketing blogs (and even technical blogs about web development or WordPress).
When you have an online business, it’s important that people find you and know about you, otherwise it’s like you don’t exist. This is why, in this post, we will see in detail what SEO positioning is and why it is so important to position your website for your business. Let’s get started!
What is SEO positioning?
SEO, increasingly called by its English acronym: SEO (Search Engine Optimization) is a set of techniques that are applied to a web page with the aim of improving its position and visibility in the search engines of the main browsers. .
When a user performs a search, the different websites that have indexed that keyword appear in a list of Google results. These web pages that it ranks are organic search results. The positioning of your website is therefore essential to reach more customers interested in the products or services you offer.
In other words, we can define SEO as a process of placing a given web page in the top positions of search result pages for a specific user query.
SEO or SEO is also known as website positioning, natural positioning. All these terms mean the same thing: the optimization of a website to improve its position in the SERPs (acronym for Search Engine Results Page) of Google or any other search engine.
Search engine optimization: on-page SEO and off-page SEO
This set of actions to improve your website’s position in Google or other search engines can be done both on and off page. This is why it is necessary to distinguish between on-page SEO and off-page SEO. Let’s see what each of them consists of.
SEO on the site
On-page SEO refers to all the techniques that are applied to the website itself that we wish to position. For example, some factors to consider when optimizing a website’s on-page SEO are:
- Improve the speed and optimization of your website
- Image optimization
- THE Sitemap.xml file
- Create quality content
- Good user experience on the web
- Good structure of HTML tags (H1, H2, H3…)
Off-page SEO
In this case, we can define the off-page SEO of a website as all the techniques that we carry out outside our website but which also contribute to improving the positioning of your website in search engines. For example, some of these techniques are:
- Use of social networks
- Strategies of creating quality links
- Guest blogs
- Listing in directories (e.g. Google My Business)
Why is SEO so important for my website?
Today, with the rise of the web and the online world, it is increasingly difficult for SEO experts to get their content appearing in the top organic search results.
Remember that the better a website is positioned in search engines, the more likely the user is to click on the link and the more visitors you will receive.
To give you an idea, imagine that you want to buy an iPad case. The first thing you need to do is search the internet for “iPad cases”. Where do you click? I’m sure you go straight to the first results returned by the search engine. Additionally, if these results don’t convince you, chances are you’ll change your search to something like “buy iPad case”, instead of leaving the first page of Google and going straight to the second or third page of results.
Do you now understand why it is so important that your website appears in the top positions? SEO is one of the main strategies to increase traffic to your website.
Keys to improving the positioning of your website
Before we look at some techniques for improving your website’s visibility on search engines, it’s important to know what major search engines like Google are looking for when they analyze and rank a website.
Keep in mind that given the bad practices of the past – keyword buying, Black Hat SEO techniques that are still active today, etc.
So, penalties can now be imposed on a website that attempts to appear in the top organic search results without following these Google SEO rules.
Therefore, these penalties are issued against buying links or non-organic use of keywords.
To improve the SEO positioning of your website, you can focus on these three pillars:
User experience. This is one of the most important factors in weight gain over time. If your visitors have a good experience on your website, they spend time there, convert and do it again. In other words, your users like and interact with the content they see, and Google takes that into account.
Website optimization. An optimized website is essential to improve speed and loading times. In addition, this directly influences the point we saw previously, the user experience. To check the loading times of your page, we explain in this article how to perform a web speed test.
Page authority. This mainly concerns the notoriety or popularity of your website. If your website and the content you create provide value and people share it and link to you naturally, Google knows it’s of interest and takes that into account when ranking it.
