While SEO has been around for a long time, in recent years it has become increasingly important, even surpassing the ”typical Digital Marketing”.
Search Engine Optimization is the process of improving the visibility of a website (or social media’s publications) in the organic results of search engines such as Google / each social network.
SEO varies widely according to the year for a variety of reasons, such as a large number of updates in Google algorithms, for example: Penguin and Panda.
There are many factors on which a search engine relies to position a page or article. With respect to Web pages, two of the main factors are authority and relevance:
The authority is the popularity of a website since for Google the more popular the more valuable the information it contains. This factor is the main one since it is based on the experiences of each user. The more content is shared, the more users it has been useful.
The Relevance is the relationship a page has to a search. This is based on hundreds of different on-site factors.
Different SEO groups
On-site SEO takes care of the relevance, making sure that a website is optimized so that the search engine understands the main thing. On-site SEO includes keyword optimization, user experience, load times, code optimization and URL format.
Off-site SEO focuses on external Website’ factors, such as number and quality of links, social networks, mentions in local media, brand authority and search results performance.
Black Hat SEO and White Hat SEO
Is called Black Hat SEO the attempt to improve search engine positioning of a Web page through unethical techniques. Some examples: Cloaking, Spinning, SPAM in forums and blog comments, or the Keyword Stuffing. The black hat can provide benefits in the short term, but in the long term, it can be very counterproductive.
White Hat SEO (unlike Black Hat) consists of all those ethically correct actions that meet the guidelines of each search engine: seek to make a page more relevant to search engines by providing value for each user.
SEO is essential to help search engines understand what each page is about and whether or not it’s useful for users.
If a brand is not a total market leader (such as Coca-Cola, McDonald’s, etc.), it will need SEO to position itself as a leader.
SEO is the best way for your users and potential customers to find you through any searches.