SEO has become one of the basic pillars of any inbound marketing strategy, and it is no wonder, as it is essential to attract quality visitors to your site.
SEO comes from the acronym in English ‘Search Engine Optimization’, and is understood by all actions that allow a natural improvement in search results. Or, to put it another way, it is an improvement of visibility in search engines, always organic.
SEO is divided into two fundamental and equally important parts:
SEO on page. The first part, and which usually begins, is the optimization of the site itself, since it is of vital importance that it is appropriate to what users and search engines demand to be able to scale up in them. In order to properly work with the SEO on page, it is necessary to take into account certain variables that influence your web optimization. Thus, it is necessary to carry out a previous analysis of key words to know which keywords to use, both in titles and subtitles and in the content and, of course, in the URLs. The loading time also has to be worked on, as well as striving to improve the user experience. And, finally, do not forget about code optimization.
SEO off page. While it is true that SEO on page is essential, the part off page is gaining more and more importance, so you should not neglect it at all. This part of the organic positioning is responsible for working beyond your own web page. How? First, getting links that point to your website, where quality is preferable to quantity. In addition to this you must work the authority in social networks, manage mentions in local media and strive to get a good CTR in the results of the search engine.
As you well know, trends change, and in the case of positioning could not be less. In order to be successful and make your brand gain visibility in search engines, it is necessary that you take note of the SEO trends that are coming strong.
1. Satisfying the user’s goal
The user is the center of all marketing actions and could not be different in the case of SEO. That is why you should focus your efforts on satisfying the objective that your user has. How? Creating content on the blog in which the user feels satisfied with the results he finds.
It thinks that, when carrying out searches in Internet, the user is looking for a content that gives answer or solution to its problem, reason why it is very important that your post is focused in solving your doubts. In this case, before writing the post, the first step is to find what keyword to use to be able to position and provide a solution, by writing the post, to the needs of users.
2. The loading speed
The immediacy in Internet has become practically an obligation, reason why it is necessary to watch closely the speed of your site.
The pages that take longer to load have a much higher percentage of abandonment and, in addition, the user’s satisfaction goes down, so it is possible that this does not re-enter our website.
So that this does not happen you can go to the Page Speed tool and see what problems you must solve to be able to enjoy an adequate speed to the standards that are demanded nowadays in the network.
3. Create engagement and trust through UI, UIX and branding
In Internet there are a lot of sites that users can access with just one click. This makes it essential to make efforts to create engagement and trust to users, for which you can use various techniques.
The first one is to make your domain known: if users do not know who you are or what you do, any subsequent effort you make will be in vain.
The next point to discuss is the optimization of the web, both aesthetically and at the content level, to make the user feel comfortable and spend more time in it. Within this point, and very related to it, we can also mention the effort that must be made to get an easy and intuitive website in which you do not miss browsing. So you know, remove all those elements that hinder the visibility and user experience on the web.
Continuing with the list of what to do to break the barrier of the computer and generate more warmth in the users, the fact of providing testimonials, assessments and all this type of actions makes the user, when entering your web page, trust more in you and get more credibility.
4. Avoid elements that make the user leave
In relation to the previous point, this trend is born to take into account in order to improve the user experience: to make it as easy as possible to navigate the site.
In many occasions we can find elements that make the user, on seeing them, leave the web page. A clear example of this are pop-ups that appear without control, preventing the visibility of the page. This causes users to leave the site and click on the next result. In addition, this practice can result in a Google penalty and, therefore, in a decline in search engine positions, a fact that is known as ‘Pogo sticking’.
5. Keyword targeting
Although this year the SEO off page will gain a lot of ground, do not neglect at all the issue of post optimization based on the given keyword.
Starting from the study of keywords made previously, the word or keywords to be positioned will be chosen. Once this point is clear, the keyword will be implemented in the following elements of the articles:
Keyword in title
Keyword in the headline
Keyword in content
Keyword in external links
Keyword in image alt-text
Keyword in the URL
Keyword in the image
Keyword in the internal links
6. Targeting of related topics
Google is becoming increasingly smart, and that we have to take into account when writing the posts for our blog. Do you know how you can take this step beyond Google?
First, using the use of related categories, as this gives relevance to the content.
Second, taking care of the context of the keyword, since this must be related to the topic of the blog and the topics.
And, finally, when writing about a specific topic, we have to make sure that we also include in the post those words that are related to the main topic or keyword, since Google increasingly understands the context of searches and, if they are not included, the ranking opportunity will decrease.
7. Optimization of the snippet
The snippet is the visualization that search engines show on any created entry. In it you can see a title, the metadescription, the URL, the date of publication and the rating.
Since it is one of the first impressions (not to say the first) that the Internet user sees when browsing the search engines, it is essential that the snippet is well written and that draws the attention of the user to attract clicks with respect to other searches.
In order for the snippet to be elaborated correctly, the following must be taken into account:
Elements on page: write correctly the title and metadescription, using the keyword and making a striking text. At this point we will also emphasize the issue that the URL should be clear and simple.
The date of publication: it must be updated, because if it is not, the user will not trust results so much with an old publication date.
Use of content in schematic format, as this facilitates readability, something very important now that the user has little time to read.
Include the domain name, as this creates more confidence towards the reader.
Take into account the format of the content: assess whether it is worthwhile to respond to the user’s question without having to click. This can help Google to include you as the default definition of the keyword (Google SERP instant answer) and receive even more clicks on it.
8. Provide unique value and amplify it
The differentiation in the content is the key. This maxim brings us to the need to create unique content, that nobody else talks about it and, most importantly, that it is 100% original.
The writing of the posts must be done thinking of providing a unique value to be able to differentiate from the rest of the pages that will appear when writing the same keyword in the search engines.
9. Create mobile friendly content
Finally, every time more searches are made through mobile phones, so the content must be 100% optimized to be seen in all types of devices correctly. Such is the case that it is recommended that the web pages be made first in the mobile version and, subsequently, be passed to the web version.
The importance of all this lies in the fact that Google will begin to penalize content other than mobile friendly. The uncertainty is in “when” will implement this measure; However, the ideal is to start thinking about adapting to mobile, because Google is beginning to identify and alert those platforms that do not have this functionality.
The truth is that this does not directly affect the SEO, but if your website appears with a label that says “mobile friendly” there is more chance that the user, from your mobile, click on your result and not another that lacks this label.
As you can see, all of the aforementioned tips revolve around the satisfaction of the user experience. So remember: focus on improving the user experience, on increasing the speed of your website, on pleasing user searches, on using keywords in a related context and, above all, on creating trust and engagement with users.