In the digital age we live in, understanding SEO (Search Engine Optimization) is an unavoidable necessity for companies and professionals who want to improve their online visibility. However, its definition is often simplified as merely a series of technical practices aimed at optimizing a website for search engines, ignoring a much broader spectrum of strategies and considerations.
Definition of SEO: SEO can be defined as the process of improving the quality and quantity of a website's traffic through organic search results. This means that it does not involve paid advertising. The primary objective is to appear among the first results in search engines like Google, which requires a deep understanding of its algorithms and ranking criteria.
The strategies behind SEO
Through various strategies, companies can optimize their online presence. These tactics are mainly divided into On-page SEO and Off-page SEO.
On-page SEO
| Strategy | Description |
|---|---|
| Keywords | Keyword research is essential to identify what terms users use when searching for information related to your content. |
| Quality content | The content must be original, relevant and provide value to the user. Google prioritizes sites with useful, well-structured content. |
| Technical Optimization | Includes improving site speed, intuitive navigation, and mobile-friendliness. |
Off-page SEO
| Strategy | Description |
|---|---|
| Backlinks | Inbound links from other websites are essential for establishing authority and credibility with search engines. |
| Social Media | An active presence on social media helps drive traffic to your site and can indirectly influence your rankings. |
However, despite the careful implementation of these strategies, the results are not always immediate. One might wonder why some pages manage to rank quickly while others remain relegated to the back pages? The answer lies in multiple factors that must be considered simultaneously.
Differences between organic traffic and paid traffic
This is where it is appropriate to make a comparison between organic traffic and paid traffic:
| Criteria | Organic Traffic | Paid Traffic |
|---|---|---|
| Cost | Does not involve direct payments when accessing the results. | Requires continuous investment in advertising campaigns (PPC). |
| Sustainability | Sustainable in the long term if an effective SEO strategy is maintained. | Immediate loss of traffic once payment is stopped. |
| Necessary tactics | Requires patience, continuous effort and constant adaptation to changes algorithmic. | You can get traffic quickly, but at a high cost. |