What is SEO?

SEO stands for Search Engine Optimization. It\'s a web marketing discipline that deals with the process of optimizing websites with the ultimate goal of improving their position in search results. If your website ranks among the top positions in a search, it\'s very likely to achieve better results than your competition. Other names for SEO include: positioning, organic or natural positioning, and search engine optimization. When performing a Google search, websites with the best positions are more visible. There is a wealth of documentation on how to optimize a website to gain a stronger online presence, increase traffic or visitor flow, and generate more sales. SEO can also refer to the individuals or agencies that carry out search engine optimization campaigns. These are usually multidisciplinary teams: programmers, designers, and content writers, where those who create multimedia content or possess expert knowledge are increasingly important. Due to the multiple factors that determine SEO, such as website content structure, keywords, visitor search intent, Google algorithms, website speed, mobile optimization, multimedia content, link building, content relevance and originality, among others; it is not immediate, and many agencies opt for monthly campaigns of progressive improvement. In SEO, it is impossible to guarantee a ranking; however, it is possible to optimize your site to improve your visibility in the main search engines. The different tasks or actions of SEO positioning can be divided into two main blocks:

On-page SEO (internal)

On-page SEO, also known as on-site SEO, deals with the internal optimization of the website, such as its structure and content. Certain types of optimizations include speed, adaptability or responsiveness in mobile formats, content, and user experience.

Off-page SEO (external)

Off-page SEO, also known as off-site SEO, deals with optimizing external website factors: links from other websites to your website and their authority, age, CTR (click-through rate), and presence on social media (where YouTube is most important).

Why is an SEO campaign necessary?

The importance of SEO lies in helping users find results that satisfy their search. The intention of Google and other search engines is to offer quality results to the user. Consequently, the importance of SEO for you lies in gaining a greater online presence, which can translate into increased sales, an expanded network of contacts, and greater prestige compared to your competition.

How do internet search engines work? Search engines like Google, Bing, and DuckDuckGo, while using very different algorithms (ways they process information), function in broad terms the same way, from which two major processes emerge in a cyclical manner:

Bot Crawling Bots, robots, or spiders are the crawlers that search engines perform on your website, storing all the available information: content, images, files, and links. They also collect information related to loading speed, colors, and content structure. Search engines will determine the crawl frequency based on how frequently you publish content (products, categories, articles, and posts). This process can be guided by sitemaps and robots.txt*, which will provide guidelines to search engines for locating your content. Indexing Process Once the crawl is complete, it will be processed by algorithms that will determine the final position in each search. It\'s impossible not to mention so-called black hat SEO or widespread bad practices, such as massively acquiring inbound links as a method of ranking. At this point, and with the help of artificial intelligence, these practices are increasingly easy to detect and can lead to bans or penalties that can be costly for your domain or brand. The truth is that the ultimate goal of SEO is to offer quality results to users; therefore, the focus when building your campaigns should be on offering higher quality information that differentiates you from your competition.