All about search engine marketing
Keys to Search Engine Marketing or Web Positioning
What is the Search engine marketing o web positioning. This is the result of reading and indexing information from web pages in the database of internet search engines. Indexing occurs through the use of algorithms.
If we transfer this concept to a business, the objective is that all those people who are looking for information related to a product or service on the Internet will find it easily.
How do users find online businesses?
Introducing calls keywords o keywords in the search engine, users get the «search results». These Google results show on each page 10 results from 1-10 plus so-called «rich snippets».
The process of achieving and improving the web positioning, The main three blocks can be summarised as follows:
CONTENT CREATION
Firstly, the content creation and optimisation on the page. Search engines can also understand and crawl such content, in order to be able to rank it in the search results. SERPs. In this way, they give the right answer to a specific search.
TECHNICAL SEO
Secondly, we must work on the code of the website to promote and benefit its positioning. This is taken care of by the more “scientific” part of SEO through the so called Technical SEO. This branch of SEO has become one of the pillars for a good ranking in Google. It refers among many other things to; page loading speed. Resolution of possible Google penalisations and errors that may be affecting your page rankings. seo positioning.
LINKBUILDING
And thirdly, we will use the link building o acquisition of a network of links.
These links that we get from other websites will improve the relevance or domain authority of our website. If other websites with high domain authority point to our website, Google will improve our ranking. In this way, the search engine understands that our content is of quality and relevant. This is because other important websites hyperlink to our URL.
In the new era of SEO, linkbuilding has also changed. Nowadays link quantity is important but very difficult to achieve. In the past, companies bought links to improve rankings. Since the implementation of the Google Penguin, This method is penalised.
The implementation of natural links and obtained legally is the only way to grow with this strategy. Finally, it is better to have one link from a high authority domain, than to have 1000 purchased from dubious sources.
How do internet search engines work?
In response to what is content marketing. And in this way, to be able to understand the functioning of a SEO strategy and position our website in the top positions of the SERPs. We need to know how the internet search engines collect the information, process it and display it to us in the search results.
Currently, search engines are made up of three main components. They also merge their tasks in order to provide the user with a list of answers to their search or query.
- Spiders: It is software that navigates through web pages by interpreting the source code (HTML, XML Sitemap) and the content of the page (Crawling). This analysis of the website is carried out periodically and, this periodicity will depend on the updates and new features that are added to the website. The updates can be sent to index manually through Google Search Console.
- Databases: Through a storage system, all the information is stored for each of the web pages that the spider has analysed. In this way, when a user performs a search, the database automatically generates a response to that search with the stored records.
- Relevance algorithm: It is a procedure that shows the results to the user, ordered according to certain variables and classified according to their relevance. This relevance generates the order or position achieved, in the search engine, of our website.
Web Design for SEO
Answering again the question on what is search engine marketing, This is a form of marketing that consists of giving visibility to a website. The objective is to have relevance in the search engine results. internet search engines for a given long tail or short tail keyword.
The relevance that we achieve in our website, to position it in search engines, is built from the birth or creation of the same.
For this reason, we must begin the design and creation of our website without losing sight of the user, but also without forgetting to work on the SEO optimisation. This optimisation does not only concern the content, but also the web architecture, the technical construction of the site. The latter must be fast, agile and free of errors, which are important conditions for a top 10 ranking on Google.
Factors that must be taken into account in Web design in order to improve Search Engine Optimisation.
Web architecture
A correct architecture of our website makes it easier for search engines to read, index and rank it.
When we define a web architecture simple, we facilitate and improve the user experience when browsing the website. That is, being able to access any page of the website in 3 clicks. This way the user can easily find what they are looking for. With this, we improve the user's UX or usability. Another factor that decreases the bounce rate and session time. Both metrics are important for Google and other search engines.
Recommendations for a Web architecture:
It is recommended that a simple architecture, The new route, with few navigation levels and short routes to generate more attractiveness and ease of navigation. In this way also to promote readability and indexing in search engines.
It is useful to highlight pages, generate interlinking or links within the website. It is also interesting to design the structures of each url separately in order to improve navigation for users and to clearly define the content of each page. Each URL must point to a target keyword. We should never develop several URLs pointing to the same keyword or one with a high relationship rate.
Keyword Cannibalisation
Pointing several URLs to the same or related keyword results in the so-called keyword cannibalisation. Keyword cannibalisation is very detrimental to your web positioning. It confuses Google about which URLs should rank for the same keyword. In the end, it ends up ranking for none of them. This is a common problem of architecture and lack of planning in keyword strategy. It is usually solved by condensing the content into a URL and a 301 redirection.
How deep should the structure of a website be?
Flat structures are more suitable for the web positioning strategies and facilitate the user experience through its simplicity.
This type of structure contains few levels and therefore, you don't have to go very deep into the architecture to find the information you are looking for.
A website with a flat architecture will have the content distributed in a more accessible way. Therefore, we will reach any page with just a few clicks. Thus favouring the usability to users. Importantly, in this way, we consume little of the search engines' crawling budget. We also ensure that the Google spiders crawl our entire site each time.
Deep architectures, on the other hand, are composed of sections that are divided into subsections, which in turn are divided into other subsections. This type of website is difficult to navigate and also consumes a large amount of time. tracking budget. Normally, what happens is that Google finishes scanning the entire website and many pages remain unindexed. This means that they will not appear in the search results.
This makes the user's browsing experience more complex, which means that the time the user spends on our website is shorter, as they are not able to find what they are looking for, and finally increasing the bounce rate or abandonment. All this not only has a direct cost in our seo positioning, but also in loss of sales, users and business.
Contracting Web Domains
The Domain is the name that identifies a website and is composed of two parts. The domain name and the extension (.com, .es, .it, etc.)
The recommendations for a domain name are that it should be easy to spell and remember. It cannot be composed of language-specific characters or letters, such as Ñ.
These characteristics are important so that users who access your website can easily remember you and generate brand recall.
Contract Free Web Domains
However, all of this is not a determining factor in the web positioning. Below, we explain some elements that you can take into account to determine the domain name of your business in a way that is SEO optimised.
On the one hand, the our business objective and how it relates to the keywords for which we want to position can be part of the domain.
Secondly, the geographical scope or scope that we want to give to our business, whether it is a global or local scope.
And finally, the brand. We can help define our domain name by using our brand name. Also, by including its characteristics or qualities in part of our web domain, combined with some other of the above factors.
It is important that your domain helps Google to define the ultimate purpose of your business.. Therefore, and subsequently, together with the rest of the SEO strategy, preferential positioning.
Domain Extensions
As for the domain extensions, they are not determinant in the positioning of the website in the SERPs. So don't worry if the .com extension is not available. You can register a .guru, .online, .shop or any other. If your business has international projection, you should not hire national extensions such as .es. This will hinder your positioning strategy outside Spain.
As we have already mentioned, if your business is only going to have a national projection, it may make sense to use an extension related to your country, for example .es. However, if you intend to position yourself internationally, then you should choose an extension related to your country. generic first level extension.
If you are looking for a hosting for your website and buy the domain of your business, we recommend that you the best company in Spain to provide Server services, is called SERED. You can access their services via the following button:
Target audience
Continuing our analysis on what is search engine marketing. Another of the factors that help with web positioning is to know the target audience for our product or service. Knowing, in depth, our potential and real customer, we will generate more specific content. Likewise, it will solve the user's needs more efficiently, making their experience on our website more attractive.
In the same way, we can design more or less specific urls depending on the user. A good practice is to use more relevant tags to host more general information. In this way, the user will be able to visualise a summary of what they are going to find on the website.
Answering what search engine marketing is in this section. It is the art of identifying the buyer persona in a targeted way. Our digital marketing will have a more affiliated tip to reach more effectively. With the message, with the tools, with the products and services.
Keywords
Another of the big keys to search engine marketing lies in the keywords. We must be exhaustive in the analysis and use of keywords and key phrases. We must take advantage of the tools that Google offers us to analyse the words that our competitors use. Those that are giving traffic to our competition. Even those words for which our competition is willing to pay, SEM. This is also called Search Engine Marketing Campaigns (SEM).
The keywords should be part of the content of our website, but without abuse. It is not recommended that a keyword or phrase should appear more than 3% in order to avoid the keyword stuffing.
Web design quality and usability
It is important to know the factors that must be taken into account to improve usability and make navigation easier for users.
A website must be intuitive. All those factors that make the user doubtful will, in most cases, mean the loss of a potential customer. When browsing your own website, if you identify confusing or doubtful steps, it will also happen to the user. You must solve all these possible errors by putting yourself in the user's shoes.
The user experience is directly related to the quality of the design. It is also influenced by the graphic design, usability, interaction of the website with the user, and information architecture. Finally, the ease with which the page appears in search engines for a sufficient number of keywords.
Content Creation or Content Marketing
Further defining what search engine marketing is. Content creation is one of the most relevant aspects for positioning and for enriching the user experience. Content should be updated frequently to generate appeal to old customers and arouse interest in new ones. In addition to giving fresh content to Google, an important factor to maintain and increase your ranking in the search engine.
It is important to generate brief and precise content as most users do not read the texts, they only skim them.
If you are still not clear on what search engine marketing is, at Marketzilla SEO Agency we will advise you on everything you need to implement your SEO positioning strategy.