Thousands of new sites appear on the Internet every day, and many of them are likely to compete directly with your business. In the midst of a universe that grows more and more, it is essential to think of strategies that help you stand out from the rest.
Currently, search engines like Google are essential for users to find what they are looking for. Knowing how it works can make them one of your allies when it comes to getting new clients.
In this article, we will tell you about one of the central pillars of Digital Marketing, which will help search engines be on your side: SEO or Organic Positioning.
Being among the first Google search results is one of the greatest wishes of any entrepreneur: appearing there means belonging to the most visited sites and having a greater probability of attracting new clients.
But how do we get our page to appear on that list? SEO or Organic Positioning will be the method to achieve it.
Optimizing your website, generating links to other sites, and having content that users are looking for are some of the actions that will help you to highlight your brand without having to invest in paid advertising.
We are going to introduce ourselves step by step into this world.
Organic Positioning: definition
When we talk about Organic Positioning, we refer to a series of optimization techniques that will allow you to improve the place where your site appears on the search engine results page.
This set of tools is also known by its acronym in English: SEO “Search Engine Optimization“; that is, search engine optimization. By applying them, you can improve your site so that the search engines identify it as relevant and valuable and, therefore, position it in the first place.
When a user consults them, the search engines propose a ranking of sites that can help him. Working on SEO will ensure that your page is among the first to appear.
Later, we will talk about how search engines work and what they take into account when ranking.
What is Organic Positioning for?
We know that, in general, users only navigate between the first results of their search. Therefore, being among those results will be very beneficial for your brand.
Organic Positioning will allow you to grow the volume of your site’s traffic in an organic way; that is, without paid advertising.
SEO will increase the visibility of your page on the internet: more people will know of its existence and visit it, which can translate into more customers and higher sales.
Organic Positioning: its importance
We have already told you about Organic Positioning and what it is for. Now, why is it important to keep it in mind?
Working with the SEO of your site is essential to improve how search engines recognize your page and show it to users interested in topics related to your business.
Customers who come to your site through this strategy tend to be more and of better quality: numerous, stable, and loyal.
The importance of Organic Positioning comes hand in hand with the advantages of improving your website.
Optimizing your page through these techniques will help you create content that is attractive and relevant to your audience ( buyer persona ), as well as making it easier for you to obtain new customers. It will also allow you to take advantage of every detail so that everything you build is oriented to your objectives, from titles to suitability for mobile.
These changes will make you position yourself as a credible and reliable source, gaining prestige as well as new visits.
Each element of your site that is valuable, relevant, attractive, and - above all - that is related to user searches means a better position in the ranking.
To fully understand the importance of Organic Positioning, let’s dig a little deeper into its mechanics.
“Each element of your site that is valuable, relevant, attractive, and - above all - that is related to user searches means a better position in the ranking.”
How does it work?
Before explaining how SEO works, we must understand how search engines work.
The first thing to keep in mind is that search engines are focused on the user and will always try to offer results that are useful to them; that is, bring them as close as possible to whatever they are needing.
To achieve this, they go through a three-step process in which they review and order all the pages to decide which ones to display and in what order. A perfect example, perhaps the most recognized search engine in the world, is Google.
First, they carry out a crawl. The bots register the web and with their algorithm, they “read” each one of the pages. Then, through an indexing process, they save, sort, and segment all that material to have it at hand when someone conducts a search.
In this way, all the sites are stored in a kind of library ordered according to the algorithm’s criteria.
Thus, each time a user enters search terms, the mechanism reviews all the indexed material and publishes the sites that, according to their index, will be most relevant, attractive, and valuable.
So, for the search engine to place your site among the first, you must take into account those points that the algorithm considers most important.
Although the composition of Google’s algorithm is a secret, we do know what variables it takes into account to prioritize some pages over others; what we do not know is how important each one is.
On the other hand, you must bear in mind that these variables are constantly changing and evolving, so your page must also be prepared to adapt.
The main criteria on which Google is based are two: on the one hand, the relevance and quality of a page; on the other, authority and reputation.
Working on these axes will allow you to improve your Organic Positioning. We will talk about that below.
How can I improve my Organic Positioning?
Before explaining some of the techniques that will help you improve your Organic Positioning, it is important to note that this is a process that will take time.
Your site will not appear in the first positions overnight: you must think of it as a long-term goal and above all be constant. Your effort will pay off if you keep it in time and apply these tips that we propose.
SEO On-Page Techniques
There are two large groups of techniques to improve your Organic Positioning. The first group, SEO On Page, consists of actions that you can carry out within your website.
There you can work on the relevance and quality of your page. For this, we bring you different ways to optimize it so that it is more attractive for the user and, as a consequence, that the search engines publish it in a better position.
It is the key to your site. Work on the content: make sure it is well written and relevant to the user. In this way, in addition to improving your position, you will provide interesting data for those who visit your page.
Google not only checks if your site responds to the search carried out, but it also evaluates the quality of the information it presents to offer the best answers to the queries of its users. To keep up, you must keep the page constantly updated and be able to generate added value.
Another aspect to take into account is the use of keywords. Although it is important that you incorporate them in the material you produce, do not lose sight that the priority is that the text is coherent and of quality rather than repetitive. To avoid excesses, give them a frame of reference and do not repeat them if it is not necessary.
As we said before, search engines offer the most complete content in the top positions. Therefore, those longer articles will be better positioned.
However, it is not such an exact question. At the end of the day, the important thing is going to be if your page offers what the user needs; that is if by reading your content their doubts have been resolved.
Remember that the search engine’s focus is on satisfying the user. The way you build your page should provide a pleasant and accessible experience that makes it easy to read.
We go to more structural issues. The way you build your page will also be something that the algorithm will take into account.
The internal titles are one of the elements that the search engine analyzes when scanning the pages. Users will meet them once they have entered your site and are in front of your content.
Its objective will be to generate interest and provoke curiosity so that readers stay longer on your website.
“The internal titles are one of the elements that the search engine analyzes when scanning the pages”
To get their attention, you can advance some detail, clarify the benefits of reading the entire article or promise something that you will fulfill in the development of the text.
You must build them in a descriptive way and use the keywords to position yourself better.
It is the title that will appear on the search engine results page and what will guide the user to your website. It is one of the decisive factors since it will depend on whether the number of visits increases or not.
To build it, you must take into account the use of keywords to the left of the title; that is, at the beginning. Also, it must be objective and no more than 55 characters.
With this element, you will also form the URL, which must have certain characteristics: be friendly, short, and easy to interpret; be related to the title of the article and, above all, contain the keywords.
Be careful with the length of the URL: the shorter the better. If possible, avoid using strange numbers and characters.
It is what allows you to rank and order the content of your page.
Correctly using Heading Tags will make the search engine identify the most important things in your text and, at the same time, make it easier to read and improve scannability.
To optimize its use, use the Heading that your site editor offers you and order the information in your text based on them. You can place from H1 to H6. It is not necessary for the keywords to appear in all, but they do appear at the beginning, in the H1, and in some H2s.
When “reading” the pages, search engines do not detect the images as such, but rather analyze the information they offer. To carry out this process, they locate textual elements that indicate what function they are fulfilling within the site.
Be careful with the name of the images that you add to your site. Make sure it is related to the topic of the article and if it is possible to incorporate keywords into it, all the better! Be careful with spaces: Google doesn’t read them, so you can replace them with hyphens.
“Be careful with the name of the images you add to your site. Make sure it is related to the subject of the article and if it is possible to incorporate keywords into it, even better! “
In addition, when uploading an image, you have the possibility to add an alternative text, a couple of sentences that describe it. This is very important, not only for the search engine that cannot read images but for those users who cannot access them either, such as people with visual disabilities.
Site Loading Time
Those pages that take centuries to load are in the last positions of the search engine ranking.
Optimize your website so that the content loads quickly. With this action, you will help to improve your position in front of Google and you will improve the user experience for those who visit it.
In the same way, try to make your site adaptable and accessible from any device.
Nowadays, most of the searches are carried out from smartphones and, if your page is not prepared to receive visits from there, the search engines will not take it into account.
SEO Off-Page Techniques
The second group of techniques to improve the Organic Positioning of your site is linked to its relationship with other pages on the web.
As we advance, it has to do with authority and reputation. That is, how your site is presented in relation to others if it is taken into account as a reference when talking about a topic and what opinions exist about it.
Your page’s position improves every time another site posts a link to it. However, the quality of this link must be taken into account: it is no longer worth publishing meaningless links because Google also evaluates which content links to which sites to detect their relevance and place them in the ranking.
Here, we bring you some techniques to work SEO Off-Page.
What is Link Building
Building links is one of the fundamental parts of SEO Off-Page. As we already mentioned, it has to do with the links to your site that will make your page a better position, guaranteeing its authority.
We speak of Link Building to refer to these links that lead to your page and that function as references or indications. It is about getting other sites to point you out as an authority, to refer you indicating that your website has good content.
The more pages that talk about yours, the better positioned you will be. In turn, if the person who mentioned you is well-positioned, their reference will be more valuable.
It seeks to build links with sites that are well-positioned and have the authority to speak on a certain topic.
Importance of Link Building
Link Building works to signal the popularity and relevance of a site.
Not having any links will make your page go down in the search engine ranking since the very nature of the engines is precisely to connect different sites and segment them.
Links, in addition to having a great impact on the results page, allow the search engine to group those sites that have similar content.
“Not having any links will make your page lower in the search engine ranking, since the very nature of the engines is precise to connect diverse sites and segment them.”
It is the most important element when building the Link Building. Search engines rank links according to some factors that will build the authority of the site that links to yours.
For example, the age of the page that makes the link impacts its authority: the older, the more authority. In the same way the quality of the content influences.
Finally, we must clarify that authority is measured by numbers between 0 and 100. The higher the level of authority “Domain Authority” (DA), the better the position among the search results.
Your behavior on social networks will also impact the positioning of your page. Search engines take into account the level of interactions you make with your audience on your platforms.
Google analyzes how users participate in your publications to consider them quality content or not. If you offer a good experience and your social networks demonstrate it with a large number of interactions, search engines will notice it and place you in a better position. Your activity in Social Media is essential.
Create an effective organic positioning strategy
To create an organic Positioning strategy that is effective, you must take into account everything that we have discussed so far and put it into practice with a series of steps.
First of all, you should investigate what are the keywords that interest your target audience, your buyer persona. Find out which topics appeal to them and which of them have the highest search volume. Knowing the questions and problems of your potential clients will help you build content that responds to their demand and that allows you to position yourself better.
The second step will be to set goals. There are two types of keywords and you should choose one according to the aspect in which you are interested in delving into.
On the one hand, we have the head-tail keywords: the keywords with the highest volume of monthly searches. They are characterized by being brief, but they cover a very wide field; they are usually ambiguous and general.
Although it is interesting to work with them, it must be taken into account that, due to having more searches, many companies compete to be among the first results.
Working with these types of keywords can bring you many visits, but with so much competition your content must be very complete and well outlined.
At the other extreme, we have long-tail keywords: those keywords that include more terms and are, therefore, more specific. Using them may bring fewer visits to your site, but the ones that are achieved will be of better quality.
This second group will attract more qualified users, really interested in specific and specific issues that you offer in your content. In this way, it will be easier to create a loyal community related to your business.
Once your goal is defined, choose the type of keywords you want to use and start optimizing your site!
Put into practice the tips that we mention throughout this article to make your website rank better.
Working with the Organic Positioning of your page is the best strategy to achieve growth in your site traffic without investing too much money, but time and effort.
These techniques will help you perfect your website in such a way that it is more attractive not only to search engines but also to your target audience.
If you take these variables into account when building your site and publishing articles, you will be able to build a page whose material responds to the problems and needs that users have.
Also, your content will have much higher quality; It will be valuable, relevant, and useful, and it will help you position yourself as a reference on the subject in which your business is inserted. You will also be able to appear prominently in search engines and users will value the information you offer.
So, as we’ve already made clear, is well positioned in search results that are key to getting new customers, spreading your business, and getting more traffic. What are you waiting to start working on it?