How easy is SEO?

Organic positioning in an online store.

It is too often to see how many companies, especially SMEs, waste all the time in the world to solve the riddles of organic positioning of their digital business.

It must be frustrating to see how after putting into practice everything you’ve read about SEO, things don’t work as they should. Search engines don’t behave as expected and after months of optimizing all the tips in the world, your ecommerce remains unchanged in the same search positions or even still doesn’t appear.

What usually happens next is that we enter a state of nervous breakdown, lose patience and end up distrusting Google and the real experts.

What you really have to ask yourself is: Is SEO really easy?

I would like to point out that SEO (search engine optimization) is a long process, and reaching the top positions for a start-up business can take anywhere from 6 to 14 months. It will depend on factors such as keywords, industry saturation or the quality of external links. Truly there are dozens of factors that if not taken into account will make our positioning project go down the drain.

It is true that there are some rules, steps and guidelines that should be followed as advice. But they are by no means definitive and without advanced technical knowledge, training in digital marketing and regular perseverance it is very difficult, if not impossible, to achieve optimal results.

In some cases our goals will never be achieved. There is the classic example of those who bet on certain keywords, competing head to head with companies that spend thousands of euros on SEO and other channels that in turn favor positioning. Obviously, they have everything to lose. The solution is always to find and occupy a specific niche. The better positioned your business is, the easier it will be to reach that goal.

Another reason that further complicates the situation is that Google is determined to make constant changes in its algorithms, so that sometimes we find that those things that we have already optimized and prioritized are relegated to the background or even cease to exist.

Basic notions for SEO projects:

Traffic.

The website must generate traffic and be interesting for users, so it is preferable to have advanced knowledge of navigability and usability, as well as having a capacity to generate relevant content for users.

Keywords.

(Keywords)

The selection must be clear, they must respond to a deep positioning study. What is your niche? How would you define your product? Are you really well differentiated from your competition? everything must fit together like a puzzle, nothing should be random.

When you finally bet on certain keywords you must be faithful to that approach, you must replicate them within the content and highlight them in bold wherever they appear.

There are several ways to define our keywords. You can select those that have the highest search volumes. (here there is usually fierce competition) Niche keywords that define our business well (that’s why it is very important to define our positioning previously) and words that are currently representing the highest result of our site. Another strategy would be to combine several categories and change them depending on the results we get.

The key is the content.

Perhaps the most important factor, or at least the most influential.

We have already talked about the importance of the quality of the content, of its relevance. Now it’s time to talk about consistency in publishing. It is imperative to follow a well-organized and structured planning.

Consistency is in fact something quite important in all digital communication channels, as it is a way to generate a habit in the users who follow you. In this way your audience will be bigger and bigger and will generate more web traffic for your conversion funnel, which will make you more and more effective.

Nobody knows for sure how long Google can take to index a website as it depends on many parameters. What is clear is that your website will be indexed faster if you have more traffic. Hence the importance of updating your website regularly.

The content always relevant and high quality, Google will take more into account the image or video content, as it will generate a greater reach and wider dissemination. Images should be named according to what they are showing.

The goal should be to create a network of quality content, web and social networks constantly updated and linked together by the different digital channels. The more dynamic this interconnection is, the greater the impact, notoriety, noise and we will have a larger audience.

When developing content, it is important to think about a specific positioning. All companies must have a well-defined market niche, this is especially evident on the Internet. Depending on that niche will be used some channels or others, some social networks or others, but we must focus on what differentiates us from our competition. You always have to ask yourself: What do I offer that my competitors do not offer? What really interests my users?

This is why it is necessary to develop a thorough digital strategy before undertaking any project on the Internet.

Broken links.

Google has always penalized those links that do not lead to anything, so any website must be perfectly structured and organized.

Url.

All sections of a site must contain a clean url. That is to say that the address is well written and the categories are separated by slashes or dashes. The name of the location must be related to the section to which it corresponds.

I leave you an example of a clean url in a section of the company Innovadeluxe:

https://www.innovadeluxe.co.uk/prestashop-gdpr-module/

Site structure.

In this sense there are many levers to touch and there are basic rules such as titles, headers, meta descriptions, images (with the correct name) sitemap generation, creation of robots.txt file, etc … it is very necessary to take them into account.

Social networks are the best ally.

The opinions of users, their comments and the information shared, are the best help for our positioning. Google considers that the content is relevant and makes you climb positions in search engines.

On the other hand, it is always advisable to have a Google+ profile with a link from your homepage. It never hurts to make a little screw the technological giant.

Linkbuilding.

Also known as the generation of external links, this is another essential point of SEO. The more and better quality links pointing to your website, the more Google will take you into account. The quality of web pages is measured with a page rank, the rating being from “1 to 10”.

It is very difficult, if not impossible to go beyond a score of 7 and the higher the page rank of the websites from which we receive links, the better it will be for SEO.

In conclusion this could be the “abc” of SEO, just the beginning of a long and winding road that better walk it with lead feet and leave nothing to chance.

At any moment Google can decide to change all this structure and we will have to start practically from scratch.

As you can see it is not easy to enter alone in the jungle of organic positioning without the knowledge, tools and adequate preparation because surely you will only get an extraordinary headache.

Let us know what you think!

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