SEO is the initials of Search Engine Optimization, that is, Optimization for Search Engines, which are a set of techniques used to improve the visibility of a website in the organic results of search engines such as Google and Bing, for example. Doing SEO is an essential practice of the creation and development of professional websites and a digital marketing strategy since it is a procedure that includes several actions that must be carried out regularly to optimize the position of the website in search engine results.

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Good search engine positioning means that the optimized website should appear as high as possible in the SERPs (Search Engine Results Pages) or Search Engine Results Pages, as the first page of results gets 75 percent of user clicks on search engines. It is estimated that the first position in the results of a search page (SERP) gets 33 percent of the clicks; the second, 15 percent, and the third, 9 percent, that is, the first three results get 57 percent of user clicks.

Now that you know this, would you like your website to be on the first page of search engine results?

What are the benefits of great SEO?

Where did the term SEO (Search Engine Optimization) come from?

The first search engines emerged in the early 90s. Until Google appeared in 1996, many were created, including Yahoo! The Web boom began. People realized that money could really be made from them. Thus they came to the conclusion that they needed to attract traffic. What was the best method of attracting traffic? Search engines. At that moment, the owners of the webs began to think how they could reach the first positions … SEO was born!

SEO focuses on organic search results, that is, what is not paid:

But hey, let’s get to what matters and the reason why (I think) you’re reading this chapter:

1. What is SEO?

Search engine optimization or search engine optimization is the process of improving the visibility of a website in the organic results of different search engines. It is also often named by its English title, SEO (Search Engine Optimization).

SEO is one of the “disciplines” that has changed the most in recent years. We just have to look at the large number of updates that there have been to Penguin and Panda and how they have turned what was understood by SEO until recently. Now with SEO, what Matt Cutts himself describes as “Search Experience Optimization” or what is the same, “all for the user,” is pursued.

Although there are thousands of factors that a search engine relies on to position one page or another, it could be said that there are two basic factors: authority and relevance.

• Authority is basically the popularity of a website. The more popular it is, the more valuable the information it contains. This factor is the one that a search engine takes into account most since it is based on the user’s own experience. The more content is shared, the more users found it useful.
• Relevance is the relationship that a page has to a given search. This is not simply that a page contains a lot of times the search term (in the beginning, it was like that) but that a search engine relies on hundreds of on-site factors to determine this.

SEO services can be divided into two large groups:

• On-site: On-site SEO is concerned with relevance. It ensures that the Web is optimized so that the search engine understands the main thing, which is the content of the same. Within the SEO On-site, we would include the optimization of keywords, loading time, user experience, optimization of the code and format of the URLs.
• Off-site: Off-site SEO is the part of SEO work that focuses on factors external to the web page in which we work. The most important factors in off-site SEO are the number and quality of links, presence in social networks mentions in local media, brand authority and performance in search results, that is, the CTR that our clients have. Results in a search engine. Surely you think that all this is very good and that it is very interesting but that you are here to know why you need SEO on your website and what benefits you will get if you integrate it into your online strategy.

Once we know what SEO is, we must differentiate whether or not we follow the search engine’s “recommendations.” Black Hat SEO or White Hat SEO

• Black Hat SEO: Black hat is the attempt to improve the search engine positioning of a web page using unethical techniques or techniques that contradict the search engine guidelines. Some examples of Black Hat SEO are Cloaking, Spinning, SPAM in forums and blog comments, or Keyword Stuffing. The black hat can provide benefits in the short term, but it is generally a risky strategy without continuity in the long term, and that does not add value.
• White Hat SEO: It consists of all those ethically correct actions that comply with the search engine guidelines to position a web page in the search results. Given that search engines give greater importance to the pages that best respond to a user’s search, the White Hat includes the techniques that seek to make a page more relevant to search engines by adding value to its users.

2. Why is SEO important?
   

The most important reason SEO is necessary is that it makes your website more useful to both users and search engines. Although they still cannot see a web page as a human does. SEO is necessary to help search engines understand what each page is about and whether or not it is useful to users.

You must always hire SEO Specialist if you want to improve overall SEO score of your website.

Now let’s put an example to see things more clearly:

We have e-commerce dedicated to the sale of children’s books. Well, for the term “coloring pages,” there are about 673,000 monthly searches. Assuming that the first result that appears after doing a search in Google obtains 22% of clicks ( CTR = 22%), we would obtain about 148,000 visits per month.

Now, how much are those 148,000 visits worth? Well, if for that term the average cost per click is € 0.20, we are talking about more than € 29,000 / month. This only in Spain, if we have a business-oriented to several countries, every hour, 1.4 billion searches are carried out in the world. Of those searches, 70% of clicks are on organic results, and 75% of users do not reach the second page. If we take all this into account, we see that there are many clicks per month for the first result.

SEO is the best way for your users to find you through searches in which your website is relevant. These users look for what you offer them. The best way to reach them is through a search engine.

3. How do search engines work?

The operation of a search engine can be summarized in two steps: crawling and indexing.

Tracking

A search engine roams the Web crawling with what are called bots. These go through all the pages through the links. Hence the importance of a good link structure. Like any user would do when browsing the content of the Web, they go from one link to another and collect data about those web pages that they provide to their servers.

The tracking process starts with a list of web addresses from previous crawls and sitemaps provided by other web pages. Once they access these websites, the bots look for links to other pages to visit them. Bots are especially attracted to new sites and changes to existing websites.It is the bots themselves that decide which pages to visit, how often and how long they will crawl that website; that is why it is important to have an optimal loading time and updated content.

It is very common that a web page needs to restrict the crawling of some pages or certain content to prevent them from appearing in search results. For this, the search engine bots can be told not to crawl certain pages through the ” robots.txt ” file.

Indexing

Once a bot has crawled a website and collected the necessary information, these pages are indexed. There they are arranged according to their content, their authority and their relevance. In this way, when we make a query to the search engine, it will be much easier to show us the results that are most related to our query.

In the beginning, search engines were based on the number of times a word was repeated. When doing a search, they crawled those terms in their index to find which pages had them in their texts, positioning better the one that had it repeated the most times. Today they are more sophisticated and base their indices on hundreds of different things. The date of publication, if they contain images, videos or animations, microformats, etc., are some of those aspects.

Now they give more priority to the quality of the content.

Once the pages are crawled and indexed, the time comes for the algorithm to act: algorithms are the computer processes that decide which pages appear earlier or later in search results. Once the search is performed, the algorithms check the indexes. This way, they will know which are the most relevant pages taking into account the hundreds of positioning factors. And all of this happens in a matter of milliseconds.

Read Further

How to find Best Agency for SEO?

The first benefit of a good SEO job is the generation of traffic growth to the optimized website, coming from the results of searches carried out by users to increase the chances of conversion and therefore business, whether be it making online sales, subscriptions or obtaining prospects (leads).

SEO must be done inside (SEO on-page) and outside (SEO off-page) of the website. The first includes the choice and use of the most descriptive keywords of your business or company, along with the use of tags (tag) and meta tags (meta tag) together with the title of the page (title tag).

Other factors are the number of words, the ALT descriptions of the images and videos, since search engines use text to identify “objects” such as photos and videos, that is, any of these two elements without an ALT description is not recognizable nor indexable.

Off-page or off-site SEO is the use of elements external to your website that cannot be controlled directly, such as inbound links better known as link building; there are also the dofollow or nofollow links; the inbound links or backlinks and the articles on your blog of your guests.

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SEO is the acronym for Search Engine Optimization (search engine optimization) or Search Engine Optimizer (search engine optimizer). Hiring a specialist is a very important decision that can positively impact overall rankings and traffic of your website. It can also improve overall user experience thus helping to convert more and more clicks into leads.

>> Get your FREE SEO Report from SEOHAWK which is one of the top leading SEO Company in India with experience of more than 15 Years.

Is Search Engine Optimization specialist job part of regular SEO/Digital Marketing?

Digital marketing encompasses activities which are part of regular SEO job. However, SEO specialist work specifically on improving search results of any given website. There is a huge difference between a regular Agency or Specialist/Consultant.

What are the Job/Duties of an SEO specialist?

A specialist in SEO analyzes, reflects, plans and acts to help make a website search engine friendly. He/she works continuously and in coordination with other professionals such as programmers and web writers to achieve continuous improvements on the web search and improve the website’s overall indexing.

A search engine optimization (SEO) specialist, is also called an Expert or Consultant specializing in organic search engine positioning. While some of the specialists work as freelance independent consultant whereas some work for an agency.
An SEO specialist can work both as a Freelance Consultant and in an Agency. He/She is aware of all the changes in search engine algorithms and know how to raise the website’s strategies to improve.

One of the primary duties of search engine specialist is to improve overall search engine position i.e SERPs of client website on popular search engines including Google, Yahoo and Bing. Sometimes website belong to specific regions such as China or any other where only certain search engines are allowed. Search optimization specialist must analyze all these issues in detail and devise best strategy for any given website.

Right time to hire an SEO Specialist?

Before you launch a big scale website, it is important to hire a seo specialist who should be an expert in technical areas. He/she will guide you on best url structure policies and avoid canonical issues that can wreck havoc with your website if they are not addressed in the phase 1.

Outline of the real duties of the Search Optimization Specialist

Following are some of the primary duties of the Expert:-

1. Analyze entire website for any SEO issues and work in tandem with technical team to address them.
2. Make sure that content of the website is search engine friendly.
3. Make sure that website is easy to crawl with best url structure.
4. Monitor traffic/sales and help to analyze critical issues on the website which might be affecting sales.
5. Monitor Pay Per Click (PPC) regularly to make sure clients get best out of their PPC Campaigns.
6. Monitor website for brute force techniques (any black-hat) being implemented on the website. Sometimes competitors indulge in unfair trade practices to bring down ranking of their competitor websites. Therefore your seo consultant should fully understand how black-hat techniques work and how they damage your website.

Please make sure to hire a specialist if your website has faced some major issue related to your organic traffic. Also, you can consult with an expert if you really want your website to excel in specific competitive business area.

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Achieving the first positions in Google is not an easy task, and having a good web positioning company is an excellent option. It is a reasoning that can be based on a straightforward equation. For your business website to achieve visibility, you have two opportunities: invest in advertising (Google Ads, Facebook, etc.), or improve organic positioning (free).

Both have their pros and cons, and they are neither contradictory nor exclusive. Among the advantages of paid advertising, perhaps one of the most notable is that the results are immediate. Your company creates a campaign in Google Ads, and starts getting results the same day (if not on the spot). The trade-off of that is that, in the same way, the moment you stop investing in your campaign, the results are instantly interrupted.

Achieving the first positions in Google is not an easy task, and having a good seo company is an excellent option. It is a reasoning that can be based on a very simple equation. For your business website to achieve visibility, you have two options: invest in advertising (Google Ads, Facebook, etc.), or improve organic positioning (free).

Both have their pros and cons, and they are neither contradictory nor exclusive. Among the advantages of paid advertising, perhaps one of the most notable is that the results are immediate. Your company creates a campaign in Google Ads, and starts getting results the same day (if not on the spot). The trade-off of that is that, in the same way, the moment you stop investing in your campaign, the results are instantly interrupted.

SEO companies vs. Google Ads

The advantages and disadvantages mentioned are not the only factors to consider when deciding between paid campaigns in Google Ads or a search engine optimization company. The characteristics of your business – and, above all, of your website – are an important variable.

What you have to consider when thinking about a web positioning company (or an SEO professional) is that the main tool –or the most important resource– to achieve results is the generation and publication of content. Above all – although not only – texts. Therefore, an “institutional” or static website is not a good candidate for organic positioning. In that case, it is preferable to invest in Google Ads campaigns (or paid advertising of some kind).

Although a good SEO professional whether in India or US, will be very careful in writing content that is “in line” with your philosophy, and with the Mission, Vision and Values ​​of your company or business, the truth is that web positioning is a mixture of science and art. And if you, as a client, get too strict or strict with the review and correction of articles before they are published, achieving the results will be difficult.

By the way, one possibility is that you, or someone from your company, or external collaborators, write the articles, but remember, again, that an SEO professional or a web positioning company, have the expertise and knowledge of the “Rules” and the “know how” of SEO. And that, when it comes to positioning in Google, the key is more in that knowledge than in the accuracy or technical correctness about the subject of the article.

Of course, the quality of the content is crucial – it makes the reliability and credibility of your site and your company – and that is why you do not have to ignore or stop monitoring the content that is published on your website.

What to expect from a web positioning SEO company in India?

When it comes to monitoring, what you, as a customer, have to monitor is the evolution of the quantity and quality of visits to your website, and, above all, the “conversions”, that is, how many of those Visits to your website translate into concrete results.

This is a key issue, and it is important that you, as a client, are clear about what you should expect from an SEO professional or a SEO company. On the one hand, it could be said that the main function of a web positioning company is, as its name indicates, to make your website “position” well in search engines for keywords or keywords relevant to your business. In that sense, your responsibility is NOT to sell or achieve “conversions”, but to get more and more keywords to bring traffic to your website.

But by the way, if the higher volume of visits does not translate into more sales, you will soon realize that the strategy is failing. So, improvements in the positioning of your site have to be part of a comprehensive strategy in relation to your website, and in the place that it occupies in the broader framework of your online marketing strategy.

So, in the same way that a well-understood Google Ads strategy has to be articulated with the improvements on the website that give it sustenance, a web positioning strategy also has to have that comprehensive framework. The work of an SEO professional or a web positioning company has to be articulated with that of the web designer, so that the entire site works as a “funnel” that guides website visitors towards well-defined “objectives” within the framework. of the online marketing strategy.

Website Seo positioning and “conversions”

Returning to the topic of “conversions”, this is another point on which you have to be very clear, and understand what we are talking about. The most common mistake is to think of conversions as synonymous with sales, or new customers. But, although the final objective – and the final data with which we will measure our Return on Investment – is the sale or, what is the same, the turnover, in a marketing strategy there are generally intermediate objectives.

In most cases, it would be an illusion to expect someone who comes to our site for the first time to purchase or hire our services as a result of that first visit. So the first “conversion goal” in a SEO strategy will not be the sale. Our challenge, for those users who come to our website for the first time, will be to ensure that we can continue in contact with them to develop a longer-term communication strategy.

So, the broadest framework of the work project of a web positioning company is the comprehensive online marketing strategy. Achieve that first “conversion”, which may be that visitors complete a web form, either to download a free material, or subscribe to our Newsletter, answer a survey, leave their data to participate in a raffle, and so on.

The website seo company and online marketing strategy

Online marketing is a complex environment, and it has to be covered with a multidisciplinary approach. The work of an SEO professional or a web positioning company cannot be done alone, much less from a focus limited to the number of visits.

If you are going to invest in your online marketing, whether you do it oriented to paid advertising through Google Ads, or organic positioning, it is not to gloat in the number of visits your website receives, but to achieve better results in terms of billing.

The company or professional you trust the project must also understand business, and the marketing strategies that will achieve your business objectives.

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