The SEO or «Search Engine Optimization» are all those organic actions that are carried out so that the visibility of a page inside the search engines improves and consequently, receives much more traffic.
The biggest challenge is that the first page of Google and other engines with the same function, only have 10 boxes or less, not including maps, images and pages promoted with guideline, even more so if you consider that in Internet there are more than 1,000 million pages and more than 4,000 searches per second are carried out , reducing to a minimum the possibility of being found, unless you have a good web positioning.
Therefore, it is necessary that you and your digital team begin to design a strategy that can take your page to the most important positions that search engines on the Internet offer. The question then is what elements should this SEO strategy have and how to carry it out successfully? Well here we will tell you about the main On-Page factors, or own of your website, that can and have to be monitored and modified periodically by you and your team to start optimizing the SEO of your page.
The keywords are the first element and one of the most fundamental for the development of an SEO strategy, because they are one of the determining factors for search engine algorithms to perform their work. Therefore they have great importance in a digital marketing strategy.
It is best to make a list of at least ten “Keywords” associated with your product, service or company, thinking of possible variations that allow you to communicate the same but using other words.
To do so, we suggest using Google tools such as Analytics , to know what organic keywords your current users are accessing to your page; Google Adwords Keywords Tool , to find in a simple way the variations and other related words to which you initially determined; or Google Trends , to make a mapping of how much these phrases are being used, compare them with each other and see the search history of those terms, in order to choose words that have a good level of search, but are not so competitive in the environment where you are.
When you determine those ten words that you want to position in the search engines, it is advisable to rank them by their importance, in order to determine which ones need more effort in the positioning that your page is looking for. This list must be fed and modified periodically.
2. The keywords in action
After having determined what the keywords are, and establishing an editorial line that allows the creation of valuable publications, it is important to establish what will be the use of the ‘keywords’ within their articles.
Keywords are the central theme of the content. Therefore, they must be present several times in the publications that are made starting from the title, to the body of the text, whenever possible and consistent with the writing, since google not only values the ‘keywords’, but also the words associated with it, they show that the author of the article knows the subject and demonstrates its veracity.
Many recommend that the keywords are in bold and if possible that they are linked to a page that contains their definition, since in this way the search engine is able to know that these phrases have relevance and that they are used by several publications. In addition to linking an article also shows that there was a research process that confirms the accuracy of the content.
Finally, it is very important to emphasize that the practice known as “Keyword stuffing” must be avoided at all costs, which consists of indiscriminately saturating the page and its articles with keywords that have no relation to the meaning of the text.
3. The content
It is no secret to anyone that “the content is the King.” That’s why search engines reward quality articles, because they provide greater value to users and precision to search engines.
Additionally, quality articles are more likely to be referenced in other web pages, a factor that increases the reputation and authority of your page and therefore its positioning.
It is also important to emphasize that these contents must be unique and original, so the most advisable thing is not to republish in an exact and literal way the texts of another author and not to recycle old articles of your site without any obvious modification. The most useful thing is to use other formats to modify these contents, create infographics, presentations on Slideshare or other multimedia products.
4. The label: «Title»
The name tag is a label that is in the HTML code or base code of the page and is the title with which search engines will identify your website. Is the phrase or set of keywords that appears in the tabs of browsers.
This very basic element is often one of the first components that is important to optimize in a website, since many times it is not given the importance it deserves and is very valuable for the following aspects:
Visibility: Search engines pay more attention to titles that contain ‘keywords’ in them.
Visits: the label usually corresponds to the title that appears in the results of the search engines, so if you manage to create an attractive and relevant header for your page, you will be getting much more traffic to your content.
Dissemination: when publishing a ‘link’ in social networks, the ‘Title’ label is usually the one that appears as the main phrase of this article.
5. Meta description
This is the description of the content that is displayed in the search engines below the title. In itself, it has no influence on the ranking of the page in the search engines, but it is important because it is a hook to attract the attention of potential visitors and influences the entries to its website.
The most advisable at the time of writing this description is, first of all, to explain in a descriptive way what visitors will find; second, that it be striking, that is to say that it exposes what makes its page different and that includes a ‘call to action’; third, that this is not very extensive, it is recommended to use between 150 and 160 characters; and finally, that use keywords, because although it does not influence the position in the ranking, if someone uses these ‘keywords’ in the search engines, they will highlight these expressions in bold, making the meta description more striking visually.
It should be remembered that, just as in the ‘title’ tag, you have to make a different meta description for each section that your ‘web site’ hosts.
6. Proper use of tags
These tags are the ones used in the HTML code to give titles to hierarchy, being the main title, the heading of the subsections, and for the sub-sections of minor importance.
The good use of these, will allow the search engines to understand and get a general view of the contents of your page, because you will know which texts within your article are more relevant and will give more importance when positioning your publication in the engines search
7. Create and send a “Sitemap”
Another tactic to improve your positioning on the Web is to send a map of the site. But what is a “Sitemap”? It is a document that lists or lists the pages that are part of the site in a hierarchical way, to inform the search engines how your ‘site’ is organized, making the computer programs that track the data of the pages, find your platform more quickly, smartly and easily.
To create a “Sitemap”, there are several tools like sitemap-generators that will help to break down the organization of your page and that can be sent to Google, through the webmaster tools of the computer giant.
8. Site speed
The last internal factor that influences the positioning of your page is its speed, since the search engines give you a worse position in the ranking of pages to websites that take longer to load, because the robots that index or organize the urls They have a certain time to perform this task and if your platform is slow to load, these ‘Bots’ will not be able to obtain all the necessary information to positively position your site.
Speed also affects another important factor in SEO positioning of a platform, the known bounce rate, which is the one that indicates the number of dropouts a page receives from a user who only enters a content and then stops interacting with the site
Studies have revealed that 47% of users leave a page that takes more than 2 seconds to load and another 40% close the site after having waited 3 seconds. That means that a slow page is more likely to have a high bounce rate and therefore a worse position in the search engines.
Therefore, it is advisable to optimize the size of the images, videos and files to improve the speed of the page, in this way you will achieve a good indexing and you will have a low abandonment percentage.
Now that you know the factors of your page that you can control to improve your search engine rankings, it’s time to start working and get your page well positioned to have more visits, more reputation and therefore better results.