For a website to be successful, it is essential that potential customers can easily find it online, especially when visitors access it through search engines such as Google. Taking a website to the highest positions in the results of the main search engines implies using SEO tools, acronyms that correspond to Search Engine Optimization. We have compiled the basic concepts and the most common terms when it comes to SEO optimization of web pages. SEO for beginners article will help my audience to know about On Page And Off Page Seo.
What is SEO?
For some years now, search engine optimization (SEO) has been one of the main branches of Online Marketing and its operation is very simple: quality content focused on the user gets a better position in search engines. While SEO is based on the organic or natural positioning of a website based on its content, SEA or Search Engine Advertising seeks to improve it through paid advertising. Both areas are part of the so-called search engine marketing or SEM (Search Engine Marketing). The latter generally defines all online marketing activity in search engines.
Organic and sponsored results
When a search is carried out on the web, two lists of results are obtained, organic and sponsored, the latter being the result of paid advertising campaigns carried out with the Google AdWords tool. These sponsored links appear in the results as such, visually differentiated from the organic ones, which are the result of a correct optimization of their contents thanks to a previous SEO analysis, and not of paid campaigns.
What is the goal of SEO?
The idea is basically to get an online project, be it a store, a blog or a news portal, to appear in the top positions in Google’s organic results list. To do this, it is necessary to optimize the contents of the web in accordance with the most relevant keywords (keywords) searched by users. A page dedicated to the sale of women’s bags, for example, will be interested in search terms such as “cheap women’s bags,” “buy women’s bags,” and other possible variations. If you manage to position yourself among the top positions, you will have a better chance of getting a potential customer to click on your link. And although there are other search engines such as Bing or Yahoo, Google is still the most widely used search engine worldwide.
Advantages and disadvantages of SEO
One of the great advantages of the application of SEO techniques is profitability, since positioning is not achieved by paying, but is the result of well-achieved content. The organic optimization of a website implies a greater investment of time and money, but compared to the expenses involved in a paid campaign, the long-term results are more satisfactory. Once Google has detected that a web page is frequently visited by readers or clients and that, depending on the offer, they also buy from it and recommend it in their circle, it is possible to build a good online reputation, thus improving the position of the website. web in the search engine ranking.
Thanks to the large number of SEO analysis tools available, such as SISTRIX or Search metrics, it is possible to analyze the success of your own website, as well as that of the competition, to see what measures have worked on other pages.
SEO also has its downsides, including relying on Google and its regular updates. A good SEO strategy that has worked well for months can stop with a new Google algorithm update. Building a good reputation can take weeks or even months, and involves expenses that are difficult to anticipate, while paid advertising usually yields results in a few hours. Of course, once the SEA campaign (paid advertising) is finished, the page loses visibility quite quickly, while SEO optimization guarantees positive results that are maintained in the long term.
SEO Basics On Page and Off Page
SEO is applied in two main areas: On Page and Off Page. With SEO On Page, visibility is achieved through the structure and quality of the web page: the content, the format and the images, among others, play a fundamental role. SEO Off Page, on the other hand, deals with carrying out measures outside a web page: seeking to indicate to Google that the contents of this are also relevant for readers of other webs. Here it is crucial to have external links. A successful SEO strategy must take into account these two aspects.
SEO On Page
On Page optimization consists of all those actions that are carried out within the same page, so that they depend largely on the administrator and not on third parties, as in the case of Off Page. It deals mainly with the adaptation of the contents, although the structural and technical components also play an important role.
The most important fields of action of SEO On Page:
1. Content: Our objective is to offer information of great value, novel and relevant, what is called unique content in marketing (Unique Content). Duplicate content and information plagiarism are not allowed, and the use of keywords should not exceed what is legible, and synonyms may be used. Do not forget that the texts are addressed to a person, not exclusively to the Google robot.
2. Structure: In addition to good content, formatting elements such as titles, subtitles, paragraphs and lists increase the readability of articles both for the user and for Google.
3. Multimedia content: Images, videos and graphics are an ideal medium to enrich texts, but for Google to be able to “read” them it is necessary that the word or keywords are also in the file name, in the title and description (Alt).
4. Metadata: The so-called Meta tags comprise information that browsers and search engines can interpret. The most important attributes for an On Page optimization are the title and description.
5. Links: Internal links not only help users navigate a page, but also Google. When it comes to optimizing the internal structure of links, it is essential that the click stream, or the journey that a user follows and the registration of it, is not very long.
6. Programming: Another aspect to take into account is the optimization of the source code, where a friendly design for search engines can also be applied: excessive loading times, crashes or errors in the code are fatal signs for Google.
SEO Off Page
Off Page optimization includes those practices that indirectly affect the page, that is, that take place “outside” the page – unlike On Page, which takes place on the website itself. They can be considered as a kind of “signals” that point to the website from the outside and that Google interprets as “votes of confidence”.
When page A links to page B, it favors the online reputation of page B, since Google understands that the content of this page is especially relevant; Page B increases your authority and therefore your ranking. The backlinks (inbound links) and mentions from other pages or from social networks are thus a very important factor to take into account when it comes to getting a good position in the list of results.
The most important fields of action of SEO Off Page:
Links are one of the most important factors when it comes to positioning a web page, since they serve to measure the degree of estimation of a page. This is why the creation of links or link building concentrates a large part of the SEO Off Page efforts. This concept defines the set of measures that are taken to generate inbound links (it is not a question of quantity here, but of quality) and to achieve agreements with third parties through various strategies.
This concept refers to all those indicators that come from social networks such as Facebook, Twitter or Google+, although in some cases it can also include comments on blogs. Although there are no official figures that support the importance of these signals for search engine positioning and the opinions of experts are disparate in this field, it is a fact that positive signals (the number of “likes”, the times they are share content and comments) are not entirely irrelevant. Those companies that are active in social networks through contests, surveys and other strategies, achieve an increase in visibility, qualified visits and customer engagement.