For some online businesses it is a real nightmare, while others see it as a golden opportunity to be visible on the Internet and generate new customers. We are going to see what is true in all this, delving into the definition of SEO positioning and the importance it has for companies with a digital presence.
What is SEO?
SEO (Search Engine Optimization), also known as organic or natural positioning, is a set of techniques whose objective is to optimize the visibility of a website in search engines, with Google being the most relevant in the world. These actions can be carried out within the website itself by optimizing internal code or content (SEO On-Page), or outside the website by building inbound links and social signals (SEO Off-Page).
SEO strategies are intended to improve the position of the website in the ranking of the results pages, called SERPs, for relevant keywords that attract the attention of potential customers and thus access the funnel or sales funnel.
Undoubtedly, SEO positioning is one of the most important digital marketing strategies since it allows increasing visibility and increasing the number of visits that come from search engines (organic traffic). Ultimately, SEO means more opportunities to convert leads into customers.
But what signals does Google take into account to index and rank a website in its SERPs? The answer may surprise you: more than 200. And the “funniest” thing is that these ranking factors are constantly evolving.
Google’s goal is to offer the most useful response to user searches and to achieve this, its algorithm is constantly learning. For this reason, SEO experts must be aware of the latest algorithm updates to continue competing for the top positions in the search engine.
What are the crucial factors of SEO?
As Google evaluates more than 200 signals to rank a website in its results ranking. There are 3 most relevant positioning factors.
Content is the pillar on which SEO is based. Without content it is practically impossible for a website to rank in search engines. For a content to be effective it must be relevant, useful, and interesting for the user, responding to their search intention. In addition, quality content generates links naturally and encourages the user to share it by increasing social signals.
When creating the content, it is necessary to take into account the keywords, that is, the terms that the user types or pronounces in the search engine to obtain their answers. “Italian restaurant in Madrid” would be an example of a keyword.
A keyword study is the basis of content creation since without it we would be blind. Once the keywords are identified, it is necessary to place them in strategic places on the web such as the H1 and H2 headings, the URL, or the Title meta tag.
2. User experience
User experience is related to RankBrain, the machine learning algorithm based on Artificial Intelligence that Google uses to help sort and improve search results.
Google advances every day to better understand search intentions and tailor results accordingly. The website that offers the most useful answer and the one that is easier to navigate is the one that will win the favor of the user and, therefore, that of Google, which will position it better.
Statistics such as click-through rate, bounce rate or time spent on page can help us to know the degree of user satisfaction with a website. Likewise, if the user experience is good, it is more likely that the visitor will be encouraged to leave a comment evaluating the content positively or share it on their social networks, enhancing the relevance of the web before Google.
The performance of a website is key for SEO positioning since, if it is optimal, the user experience increases. In this sense, loading speed becomes important. Users wait an average of 5 seconds for a website to load. If you don’t do it in that time, they leave the page in search of another result.
The mobile usability is also paramount. In the middle of 2019, when around 60% of searches are made from mobile devices , it is essential that a website has a responsive design, that is, that it is displayed correctly from any device, be it a PC, a smartphone or a tablet.
Why is SEO important for an Internet business?
Let’s imagine that we have a business located on a very famous place for example; side street of Paseo Don Juan de Austria in Valencia, one of the main commercial arteries of the city. What’s going on? That not even half the customers who would enter the store if the place were located on the very promenade that we have mentioned.
Something very similar happens with search engines. Everyone wants to appear on the first page of Google because with it the chances of a user accessing the website skyrocket. On the other hand, appearing on the second, third or fourth page drastically reduces the arrival of organic traffic, that is, of visitors who access from a search engine.
Two really strong figures in this regard: more than 30% of clicks go to the first organic Google result, while 95% of users never go beyond the first page of results.
If a business wants to be visible to its customers in the online environment, it needs to appear in the highest positions of the search engine ranking. This is the main reason why SEO has become a basic ingredient for the success of any company on the Internet.
The visibility is pursuing companies that invest in SEO. However, this is not the only advantage of organic positioning, but it carries other benefits such as credibility.
When Google values that the website of a company is relevant and worthy of appearing among the first results, in the mind of the consumer the idea that the business is legit is reflected. In this way, users are more likely to place their trust, and with it their money, in a company that is positioned in Google.
On the other hand, SEO is one of the Inbound Marketing tools with the best ROI. SEO attracts visits and does not break into the life of the consumer through an ad, for example. In this way, when the user has a problem, they go to Google to solve it and if the company has done a good SEO job, it will appear among the first positions as a possible solution for the client. The big difference compared to other techniques is that SEO generates visitors organically without the need to invest in advertising
Keep in mind that SEO is a profitable investment in the medium and long term. Although it is possible to see results quickly depending on the business niche, the average time for a website to position is around 6 months.
Now, SEO is not the panacea for companies that fight in the digital environment. It is one more mechanism to make yourself visible, but it is useless to attract visitors if a website is not capable of generating conversions and this is where other strategies such as web design or copywriting come into play. Ultimately, businesses that understand the importance of SEO and bet on it are the ones that will make a difference and stand above their competition.