Ever heard of Veloster syndrome? Do not let your site go through this! Veloster is a beautiful car, with a great design, well programmed, but with a weak engine, that is, it is not “fast” at all. We use the example to illustrate that it is useless to have a beautiful website, well designed with a modern layout, good textual and functional content, if you do not have the SEO techniques implemented and optimized. If that happens, you will have a Ferrari with a 1.0 engine. Have you thought about it?
The Search Engine Optimization (SEO) is nothing more than a set of actions and techniques that aim to position one or more web pages among the best results of search systems, such as Google, for example.
Just for having a clue on how important these strategies are, on Google alone, monthly, according to data from the platform itself, there are more than 100 billion searches performed. So being among the first organic results can make a lot of difference for your business. And how to do so? We listed below some points that can help your company's website to have better results. Check them out!
1 - Organic reach
Two very important points to clarify when we talk about SEO: it is basically based on textual content and is organic, that is, not paid. The improvements and optimizations made on the site will mostly involve redirecting links and programming, in addition to text changes and adjustments.
2 - Understanding the algorithm
Let's talk about Google because, in Brazil, it dominates about 90% of the search market, so it is important that efforts are focused on it. The algorithm ranks all web pages by a given term, indicating their relevance in each query. This ranking is done by a robot in three steps: tracking, indexing and searching.
Tracking is the way the algorithm identifies new pages through URLs. That is why it is very important to keep your website updated and a blog area with relevant content, updated frequently. Indexing is when Google organizes it all, based on site content, publication date, title, description, performance, region, and structured data.
Finally, we have the search, which is the last step, performed by the user within the Google index, which bases the results shown on more than 200 ranking factors. Although the tech giant does not reveal, at any cost, which are the most relevant, studies done over time and algorithm updates give us a good idea of which ones they are.
Google constantly updates its robot to improve the delivery of results to users. The last improvements made were regarding the responsiveness of the site on mobile and the page quality index.
3 - Factors to be well ranked
One of the first factors, which is not among the 200 in the search engine, is what we have said at the beginning of this text: there is no point in having a beautiful website without SEO and vice versa. Every digital marketing strategy has a web page involved (or almost all): if your website has poor navigability and an inappropriate look, the SEO strategy can be good, but the user will click, enter the page and leave with the same speed, as we will not have a reliable website. That is why we need to work together: SEO specialist, copywriter or journalist, programmer and designer.
That said, the most important factor is undoubtedly the quality of the content. The production of relevant texts and content has a huge weight for Google's tool and there is no point in copying the existing ones, as Googlebot detects this and will rank the oldest first, in addition to punishing the site that made the copy.
That is why it is essential to deliver to the user what the site proposes to do. For example, if I have text on my website that has the title: “Chocolate cake recipe”, it must speak, in an authorial and dignified way, about how to make such a cake. In addition, content that adds value and is relevant makes your business a reference for the user.
This matter we have mentioned above as a recent Google algorithm update. Since the percentage of access on mobile has increased a lot in recent years, the search tool has also been adapted: they are prioritizing sites that are mobile-responsive, aiming at always delivering the best possible experience, regardless of the device.
Changes to pages
Technically, these changes are called “on page” by experts and are part of the SEO techniques that can be applied, including: domain authority, page speed and performance, site organization and architecture, titles, intertitles, tags, meta description, keywords, among many others.
Changes off the page
It's not just on-site optimizations that make up a good SEO strategy, but also off it. The more other pages link to your site or any page within it, the better. These techniques are calledoff page SEO and can be done in different ways: partnerships with other domains, press relations, dissemination, relevance (from the moment your company or you, on your page, start being a reference in the market in which you operate through good content on your site, other users will do research and cite you as a source), etc.
Finally, citations to your company, in addition to actions on social networks, also help your site to be well seen by search engines. Google does not take into account, according to statements by its experts, your company's audience or profile on social networks. However, a good digital marketing strategy with the media can generate more website traffic, brand awareness, website and content visualization, among other benefits that add to SEO.
Oh, we also have keywords, types and differences between them, tools, measurement, Google Search Console, Google Analytics, blog authority, and a host of other factors. But that will be addressed in a further article…
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