SEO (Search Engine Optimisation) is the art and science of optimising your website to improve its visibility on Google and other search engines. This allows you to attract more organic traffic, i.e. visitors who come to your website through natural searches and not paid advertising. By improving your SEO, you increase your brand visibility, attract a more relevant audience and improve conversion opportunities, whether in the form of sales, registrations, subscriptions or any other goal you have.
But how do you apply SEO positioning to your website? What factors should you take into account? What techniques and tools can you use? In this article we are going to give you some keys, strategies, resources and examples so that you can optimise your website on search engines and achieve the best possible results.
Key factors of SEO positioning
The key factors of SEO positioning can be grouped into three main aspects: technical, content and authority.
Technical aspect
The technical aspect refers to optimising the structure and functioning of your website to ensure that it is crawlable and indexable by search engines. This involves following a number of best practices, such as:
- Use a clear and easy-to-remember domain name.
- Choose a quality hosting with good loading speed.
- Use a secure HTTPS protocol.
- Create an XML sitemap and submit it to Google Search Console.
- Implement a responsive design that adapts to all devices.
- Optimise the URLs, titles, meta descriptions and HTML tags of each page.
- Fix 404 errors and avoid duplicate content.
- Add a robots.txt file to tell search engines which pages they can and cannot crawl.
- Use structured data to make it easier for search engines to understand your content.
Content aspect
The content aspect focuses on creating and optimising relevant, high-quality, keyword-oriented content that your target audience is searching for. Content is the most important element for SEO positioning, as it is what brings value to users and what determines search intent. Some of the recommendations for creating good content are:
- Do a keyword research to identify the most appropriate keywords for your niche, your audience and your goals.
- Create original, useful, interesting and up-to-date content that responds to users' needs and questions.
- Use clear, simple and natural language, avoiding keyword stuffing and over-optimisation.
- Structure content with headings, paragraphs, lists, images, videos and other elements that facilitate reading and comprehension.
- Include calls to action that invite users to take a specific action, such as buy, subscribe, share or contact.
- Add internal and external links that add value and depth to the content, and improve navigation and user experience.
- Measure and analyse content performance with tools such as Google Analytics, and make improvements where necessary.
Aspect of authority
The authority aspect refers to the reputation and popularity of your website in the online environment. Authority is mainly measured by the quantity and quality of links pointing to your website from other sites, known as link building. Links are like votes of confidence that indicate to search engines that your website is relevant and of high quality for your topic. Some of the strategies to get quality links are:
- Create valuable content that generates interest and is worthy of being linked to by other sites.
- Guest posting, i.e. writing guest articles on other blogs related to your sector, and taking advantage of this to include links to your website.
- Collaborate with influencers, media, associations or institutions that can mention or link to your website from their platforms.
- Participate in forums, social networks, comments or directories where you can contribute your opinion and your link in a natural and relevant way.
- Monitor and audit your link profile with tools such as Ahrefs, Moz or Semrush, and remove or disavow toxic or low quality links that may be detrimental to your rankings.
Benefits of SEO for your website
SEO positioning has multiple benefits for your website and your business, among which the following stand out:
- It increases the visibility of your website in search engines, allowing you to reach more potential users and generate more organic traffic.
- Improve the user experience, which translates into greater satisfaction, loyalty and recommendation of your website.
- Increase conversion, which means you get more customers, sales, registrations, subscriptions or any other goal you have set for yourself.
- It reduces advertising costs, as organic traffic is free and does not depend on pay-per-click campaigns.
- It builds trust and credibility, as users tend to perceive the top positions in search results as the most relevant and quality ones.
- It sets you apart from the competition, as it allows you to stand out and position yourself as an authority in your sector or market niche.
Conclusion
SEO positioning is one of the most important and effective digital marketing strategies to improve the online presence of your website and achieve the best results for your business. To apply SEO positioning to your website, you must take into account the three key aspects: technical, content and authority, and follow the best practices, techniques and tools that we have explained in this article. If you do, you will see how your website climbs positions in search engines, attracts more organic traffic, improves user experience, increases conversion and generates trust and credibility. What are you waiting for to optimise your website in search engines and enjoy the benefits of SEO positioning?
