Search engine optimization or search engine optimization is the process of improving the visibility of a website in the organic results of different search engines. It is also common to name it by its English title, SEO (Search Engine Optimization).
SEO is one of the “disciplines” that has changed the most in recent years. We just have to look at the large number of updates that have been made to Penguin and Panda , and how they have given a 180 degree turn to what SEO was understood to be until recently. Now with SEO what Matt Cutts himself qualifies as “Search Experience Optimization” or what is the same, “everything for the user” is pursued.
Although there are thousands of factors on which a search engine is based to position one page or another, it could be said that there are two basic factors: authority and relevance.
- Authority is basically the popularity of a website. The more popular it is, the more valuable the information it contains. This factor is the one that a search engine takes more into account since it is based on the user’s own experience. The more content is shared, the more users have found it useful.
- Relevance is the relationship a page has to a given search. This is not simply that a page contains the search term a lot of times (in the beginning it was like that) but that a search engine relies on hundreds of on-site factors to determine this.
SEO can be divided into two large groups:
- On-site: On-site SEO is concerned with relevance. It makes sure that the web is optimized so that the search engine understands the main thing, which is the content of the web. Within SEO On-site we would include keyword optimization, loading time, user experience, code optimization and URL format.
- Off-site: Off-site SEO is the part of SEO work that focuses on factors external to the web page in which we work. The most important factors in off-site SEO are the number and quality of links, presence in social networks, mentions in local media, brand authority and performance in search results, that is, the CTR that our websites have. results in a search engine. Surely you are thinking that all this is very good and that it is very interesting, but that you are here to know why you need SEO on your website and what benefits you will obtain if you integrate it into your online strategy.
Once we know what SEO is, we must differentiate whether or not we follow the “recommendations” of the search engine. Black Hat SEO or White Hat SEO
- Black Hat SEO: The attempt to improve the search engine positioning of a web page through unethical techniques or techniques that contradict the search engine guidelines is called black hat. Some examples of Black Hat SEO are Cloaking, Spinning, SPAM in forums and blog comments, or Keyword Stuffing. The black hat can provide benefits in the short term, but it is generally a risky strategy, without continuity in the long term and that does not add value.
- White Hat SEO: It consists of all those actions that are ethically correct and that comply with the guidelines of the search engines to position a web page in the search results. Since search engines give greater importance to the pages that best respond to a user’s search, the White Hat understands the techniques that seek to make a page more relevant to search engines by adding value to its users.