What is SEO and how to improve your position in search engines?

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If you work in digital marketing and you read our blog, by now you are more than aware of what is SEO, Search Engine optimazation, search engine optimization, pandas, penguins, birds and other wildlife species algorithmic.

Bone of contention between departments, eternal anguish of not knowing when Google will surprise us with another update to its algorithm, the panic of not knowing how to explain to our customers why has fallen traffic to your website so endless constant nightmares not knowing how to improve our search engine rankings and drive more organic traffic. 

.Being a complex issue because of the diversity of factors that influence search engine success and constant changes, the principles of a good SEO strategy are basic.

1. Define your business from head to toe (literally) – Creates a taxonomy  or a site map

Taxonomy is the science of classification and hierarchy of things , commonly used in biology to classify and related species, is a very common tool in the design of systems for handling Contender (CMS).

In the digital language is a content structure of your company. The clearer you have the content structure of your best company you can optimize it for the user and watch holes opportunity. 

Well done is a very useful starting a keyword analysis tool. The results of this type of exercise can be revealing identifying what kind of words should include, prioritize or exclude. It is very useful also to develop strategies internal links.

Whether with the aim of optimizing your website or not, have visible content organized in a structure and see how it relates to each other, it will help you maintain order and focus on the issues that you think have potential. 

2. Identify your audience – Create Buyer People

Define your Buyer People will help you identify the profile of your target audience, how they consume content on the web, what are their concerns, their problems and how to solve them use search engines. Use common sense and put in place when looking for information.

Google rewards websites offering specific answers, think about how you can be the best option for that search. Use all the resources at your disposal to deliver the best result: images, maps, addresses, phone numbers and other valuable content.

3. Design a map of Customer Journey

Also known as a map of the stages of customer decision, is a visual structure that explains in detail the various steps taken by users on their lifecycle with your website.

This type of map you must meet two objectives should reflect the experience you want to provide the customer and the experience that the customer wants to receive.

Customer-Journey

And ¿ what to do with SEO? It is important to have visibility in search engines at different stages of the life cycle of the customer and to guide them properly with content specific to their needs until they reach the stage of the purchase decision and post-purchase.

4. Analyze your industry and competition

Fully understand the sector in which you work, what kind of companies rankean well, what solutions offer, if they have a blog, how to use social networks, content generated, the speed of your site among many other things will help you know the level difficulty in your industry and will give you ideas for improvement.

5. Make your content audit 

Identify content already written with the potential to be improved / updated is an exercise that can give very positive results. Start with pages that attract more visits from search engines is a good starting point. Analyitcs in Google you will see the ‘landing pages’ to get more organic traffic. This along with a good strategy to improve keywords and other elements of these pages as titles, alt tags, meta descriptions, image optimization and updating the content in general, improve the visibility of these pages in search engines. 

One of the metrics that I like to watch when doing this type of exercise is to see how it changes the ‘bounce rate’. Generally a reduction in bounce rate is a sign that the user has liked what he has read and wants to learn more. (If the user likes, he likes to Google)

6. Hire engineers for your marketing department

Speed, optimal structures and improvements in usability are just some of the things that will help you attract more organic traffic to your website. The symbiosis between a multidisciplinary team will give extraordinary results. More and more, marketing is a blend of art and science, SEO is a clear example of this evolution. 

7. Follow the rules of the game – ‘Users First’ 

When Google updated its algorithm, generally it has two objectives: to improve the experience for users and / or for personal gain. SEO experts can tell you … if you do not put misa the  user first , sooner or later end up affecting your strategies suspicious web and your business. 

* Main picture by Ryan McGuire