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WEB POSITIONING – SEO

Web optimization or SEO (search engine optimization) is a number of techniques that serve to
position a website naturally in Google, through the selection of keywords.

It is characterized as a long-term work, which seeks to position a company / product / service.
The goal is not only to be positioned well in Google but also to increase the number of visitors on your website.

SEARCH ENGINES

The most important search engines, including Google with the majority of searches performed, are studied and investigated. Search engines are constantly changing so it is important to be up to date with all the changes in the digital world. We are a vanguard digital marketing agency, focusing on new developments and customer needs.

KEYWORDS

An investigation of the most relevant keywords for your business is done. This research is conducted by an SEO analyst. The demand for these keywords per month, the difficulty of the word and the competition is analyzed.
Once the keywords are selected they are shown to the customer to corroborate the type of strategy that is going to be performed.

META TAGS

The meta tags for each section of the website are optimized. Both the title and description must be unique and relevant to that section. It's always necessary to include the selected keywords and with the maximum of characters. It has to be attractive to the user, calling his attention with the objective to get a click on the result that Google displays.

CONTENT – ARCHITECTURE

The content of the website must be optimized with the selected keywords. It is ideal to offer a creative, unique and interesting text to the user. Never use duplicate content and deliver solutions to users. Also optimize the titles and pictures of each of the sections of the website. Each of the titles have to have their hierarchy (h1/h2) with the keyword and each image with its alt / title.

URLS

Optimizing the URL is one of the most important parts when it comes to implementing SEO on a website.
A simple URL that contains keywords facilitates search engine rankings and also facilitates the understanding of the site for users, which is why it is necessary to modify them.
Many users may feel uncomfortable entering to a long or strange URL page, that's why they must be drafted to be user-friendly and easy to remember.

LINK BUILDING

There are two types of Link Building: one internal and one external. Internal means linking all sections of a web page to themselves, allowing users to navigate a website smoothly and without barriers.
The other side of Link Building is the external. Let's find those websites that are relevant to our own, where we can put a link that leads to our website. Sites with a high PageRank and traffic are preferred.

SEO PROCESS

1
WEB SITE
ANALYSIS.

2
COMPETITION
ANALYSIS.

3
KEYWORDS
STUDY.

4
META TAG
OPTIMIZATION.

5
CONTENT
OPTIMIZATION.

6
LINK-
BUILDING.

1 WEBSITE ANALYSIS

As a first step in the SEO process, a thorough analysis of the current situation of the website to work with is performed. In that analysis, the structure of the website is compared to check if it complies with the optimizations recomended by Google about:

Sitemap.
Robots.txt file.
Meta-tags: Title, Description, Keywords, H1, H2.
Images (Alt, filesize, ammount, filename).
Local positioning analysis (Google Places).
Page loading speed in mobile and desktop versions.
Canonical URLs.
Hreflang tags for every language or location.
Mobile usability.
Use of Google Analytics to register the user´s behavior.
Google Search Console (Google webmaster tools).
HTTP response code for all internal and external links.
Follow / nofollow links comparison.
Potentially toxic links analysis / penalties (Penguin, Panda, etc.)
Social networks: Are there any? Are they credible? Do they have the links on the website?

An incoming links analysis is also performed. Current positions, linking oportunities and errors are checked.

2 ONLINE COMPETITION ANALYSIS

Already knowing every bit of our website, we want to obtain information about our direct competition in the SERPs. Every market niche will have different competitors and every particular case has to be reviewed. As our main goal is to rank in the top positions, a current competition study is performed on the main keywords relevant to the website or company to work on. We look for precise information about the flaws and strengths of the competitors in order to estimate the difficulty of the process and choose the optimization path. In this part of the process, the following questions are answered:

What are the main direct competitors within the market niche to work on?
What are the main disadvantages or undone optimizations that they have?
What are their main hard-to-beat stengths?

The points to analyze are similar to the ones in the previows step, along with a backlink and SEO metrics analysis like “Domain Authority (MOZ)”, “Page Authority (MOZ)”, “Trust Flow (MAJESTIC)”, “Citation Flow (MAJESTIC)”. This step is closely linked to the next one, as the positioning of certain keywords in particular will be attempted.

3 KEYWORD RESEARCH

In this step, we seek to find the best keywords to work with. Three aspects are analyzed:

Traffic: We are only interested in positioning keywords that someone is looking for.
Relevance: There must be a close relationship between the keywords and the Website or company we are trying to position
Competition: The fewer the competition, the faster the results.

Teir selection is crucial, as it will determine the success or failure of our campaign. That´s why we dedicate a good amount of time to the analysis. The steps we take to find the keywords are:

1. Step 1: Brainstorming.
2. Step 2: Extend the search through software.
3. Step 3: Obtain traffic information using Google´s keyword tool.
4. Step 4: Arrange and clean up the list.
5. Step 5: Competition analysis.

4 SEO ON PAGE - META TAGS

Once the keywords are selected, begins the website optimization, including them as naturally as possible within the tags:
Title: The “Meta Title” tag corresponds to the page title and it´s the one Google will mostly show in the SERPs. For that reason, it should be shorter than 55 characters in order for the title to not be cut-off in the snippet. It must be placed inside the <head> of the HTML.
Description: This tag provides information on what the site is about, so the search engines can classify it. It must be placed within the <head> as well. Normally, it will be displayed in the SERPs snippet below the title, and the character length recommended is smaller than 155.
H1 & H2: Including the main keywords inside H1 and H2 tags will give them more relevance against the rest of the words in the website. We always recommend to only use one H1 tag with the main keyword to position in the website, and include the secondary keywords in H2 tags.
This helps Google to understand the website´s relevant keywords, causing the rise of positions
Is important to correctly choose the title and description, as they will be the responsable of a user choosing our site instead of another one included in the search results.

5 CONTENT OPTIMIZATION

With the growth of content marketing and changes in Google's algorithms, the content of each website has taken a leading role in search engine optimization.
In this way, in addition to optimizing the tags in the HTML code, it is verified that there is quality content on the website, and that it contains, in a natural and unforced way, the keywords to position.
Not only the content is optimized to include the key phrases and their related phrases in the titles, categories and different sections, but the result must be an attractive and easy to understand website for the user.
At this point it is also taken into account that the internal links structure of the website is correct.

6 LINKBUILDING

The more the incoming links our website has, Google will interpret that it is more relevant against its competitors. There are SEO metrics as the MOZ´s domain authority or Majestic´s Trustflow that try, using a number from 1 to 100, to provide a way to measure this kind of “relevance”.
We can categorize the different link creation techniques in:
WhiteHat Seo: The links are obtained in a natural way in places that are actually useful for any user browsing the web.
BlackHat Seo: Son aquellos backlinks creados con programas con claras intenciones de manipular los resultados de búsqueda. Google no está de acuerdo con la creación de este tipo de enlaces e intenta activamente combatir el posicionamiento web basado en este tipo de enlaces.

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