The Importance Of SEO For A Website

By Santiago Montenegro

February 28, 2013 SEO 3 Comments

SEO stands for Search Engine Optmization , ie refers to techniques that optimize the web pages and the content we publish, so that search engines understand good content and positioning is the best possible keywords that most interest us .

Achieve good positioning SEO is not a simple task , as it involves technical ( programming code website , quality server that hosts the web , etc. . ) , Design and content . It is a task that must be maintained over time, and you should keep in mind every time you publish new content on your website or in your blog.


1. History and evolution of the major search engines

The story of the search engines is relatively short. The first search engine, Altavista, developed in 1994 , living with Yahooo was primarily a directory of web pages to the launch of Google in 1998.

In 2000 Yahoo included the Google search engine in your phone .

Adsense was created by Google in 2003 .

Microsoft created its first search “msn Search” in 1998 , which was developed in 2009 becoming the current BING .

Currently , in 2010 , we can consider that the most important and commonly used search engines are Google and Bing . Yahoo has a deal with Bing by showing the results of Bing , having its own motor.

ICT Tip:

To achieve good SEO positioning is essential ( but not sufficient) that your page meets a number of technical requirements. Take advice before undertaking the development of a web portal to ask the company that developed that meets these criteria.

Two . Why is SEO important ?

The care of people is more focused on a particular area than another. Studies show that when people look at a web page focuses on the top left of the screen. The other elements that occur in it, will the more unnoticed, or call attention to a lesser extent the user or wearer the more down and more to the right are located.

As the positions of the search results, the first to appear takes more than 60 % of the clicks . THE 5th – 6th place gets only 5% of the clicks . Although this is slowly changing due to the greater experience of those who use search engines , which have started to look more hits before selecting one in which they clicked .

Obviously if your site is located at the top , get more visitors, and therefore have more impact and get better results with it.

However, the result pages of search engines evolve . In recent years, they have gone from being just a list of links to contain other elements, such as local businesses, pictures, videos , paying ads , news, etc. .
Some of these elements are located before the search results themselves , so that will make your site appear in positions below what previously appeared .

This makes searches very competed in only a few (3-4) appear on this first page.
Three . Basic considerations on SEO

There are no tricks or strategies to achieve specific positioning a website in the top search results .

Currently the programs and algorithms used to index the pages have evolved over time to largely avoid the possibilities of deception.

To achieve good SEO positioning , however , is essential :

Constancy does not put a website in top positions overnight . It’s a long , slow process that requires perseverance .
Patience: you need to have patience to see the changes that arise both in Internet in general, and your own site. Even if you do everything right, the process is slow , do not leave if you do not see results in the short term .
Unique and original content: content is king, if you just copy files that are generated in other pages , you will achieve not arouse the interest of other pages that link to yours. Google values ​​the content fresh , updated, and that is not repeated in many other websites.

April . What influences to achieve a good position ?

As initially mentioned, it should be understood as an overall SEO strategy , because to achieve a good position must take into account a number of aspects that work , and you have to work on them all the best.

Some of them can control them directly to your website, and others depend on outside factors or external to it .

): cada página de tu portal web debe tener su propio título, y además, este debe ser descriptivo del contenido de la misma.     ”>Page title ( <title> < / title> ) : every page of your website should have its own title, and also this should be descriptive of the contents thereof .
Metatags : the meta (or meta tag ) containing not visible to the user or user information but that search engines can read. There are several meta tags that especially affect SEO, but the most notable is “description”: should contain a text description of the contents of this page. Also this text is used in the search results to indicate the content of your website.
Domain name: if the domain of your site relates or contains relevant words in the subject dealt with , will help achieve better positioning.
URL : The URL giving access to the different pages of your site should be user-friendly , and avoid using variables. If also contain keywords, your positioning will be favored for those keywords.
… ,

“>Headers ( hierarchy) : the format is used to highlight the titles and subtitles of different content , must be assigned using header tags (<h1> … < / h1 > , <h2> … < / h2 > , etc . ) . Furthermore, if these keywords are titles , positioning will be also facilitated for them.
Contents clean , optimized. Some web publishers, including codes , although not reflected in the presentation you will see your web visitors to make ” noise” to the search engines, and impede the indexing. If you use editors to create your content , remember that usually have a function ” clean code” to eliminate these superfluous codes.
Structure of internal links. The contents of the website should be well linked together. There must be a consistent link structure and sublinks . Do not include too many links in the index, as this subtracted tackles each .
Tags descriptitas images : Using a particular tag , you can assign descriptive text to images and multimedia elements that you include on your website. Keep in mind that search engines are not able to view the content of these images, and therefore , we must say what is shown on it.
File names : attachments , images and other elements to include in your website should contain a descriptive name. For example , if a photo is included on your website called ” habitacion.jpg ” instead of ” img_0045.jpg ” Google is telling that there is a room , while the second name does not tell you anything.
Upload speed : avoid superfluous content that increase the weight of your page and do nothing . Optimizes image size , and other media that contain them, and host it a good server that gives you a good bandwidth because the faster upload your website, will be favored in order to obtain good positioning .
Fresh Content : The more frequently the content of your website, will be most frequently visited by search engine robots , and can achieve better rankings are updated.
Anchor links : the anchor is the text used to link to the content of your site and should be descriptive of the content that will be accessed using this link. Not the same a link like this : “It click here to see the photo of a hedgehog ” that “picture of a hedgehog .” In the first example in anchor text is “here” , a word that does not give information about the contents of the page that is linked . In the second case , the anchor text itself is defining what we will find once we click on the link.
Popularity of your site: it is mainly achieved by the number of links that exist at other sites pointing to your website (although also affected by factors such as the age of your domain name, the presence in social networks and other ) . Each web portal that links to your content , is like a “vote” of confidence in your site and the search engines take this into account .
Other factors:
Domain History : If you have purchased before your domain name, this has been banned or penalized by search engines malpractice , will be much harder to position it that you achieve .
Longevity Length: the longer causes the domain is active , easier to position .
Info hosting : If your site is hosted on a server that hosts many spam pages that , for example, web search engines will catalog your spam also .
Outbound Links : Links you make from your web site should be consistent with the content you offer. It also affects the quality of the sites you linked .
Bounce : If your website has a high bounce rate , Google understands that your content does not match the keywords for which search has been done , so it penalizes your site , and if you have a high bounce rate , your position will be impaired .
Time spent on the web : the more time spent on your website by who you visit , the more interesting the search engines considered , and therefore better
Ratio of clicks in serps . If you click on the third result more than the first , for example , search engines will understand that the page is in third place is more valid for those looking than the first, so this reward , improving its ranking.

We also noticed some practices that search engines consider negative , and thus harm the positioning of your website. Among the practices to avoid , we can highlight the following :

Cloaking : showing different information to user or user to the search engine .
Hidden content: the content to be hidden from the user or user by any means , it is considered bad practice , and penalized by search engines.
Purchase links : since popularity is of great importance for achieving a good position , there were pages where links could be bought , and that when the identified Google , penalized those who appeared in these pages .
Server down or inaccessible page : technical errors that impede access to the web , errors in links, images not loading , etc. . positioning harm .
Keyword stuffing : keywords excessively present in the page content . The keyword density in the content, should be natural.
Excessive parameters or variables in the URL: url type , containing a large number of variables in them, and do not provide information or content .
Poor user experience : everything the user can be annoying him , negative or disconcerting is also annoying to search engines and harms positioning .

May . The basis of a good SEO strategy

Think : you must develop a strategy , do you want to achieve, why you want to position your concepts etc..
Analyze keywords: make a good analysis of the key words, we can use different tools :
Google Keyword tool : provides information about key words or phrases most utlizadas .
Google Insight shows the relative number of search selections .
Google Trends: shows search trends .
Google : Google itself gives you search suggestions. These suggestions are based on the words most used by others .
Structure of the web : the web should include all technical aspects needed to improve positioning . , las metatags, las etiquetas alt en las imágenes, etc.     ”>If you have a content management system , this should allow you to control and modify aspects such as <title> , metatags , alt tags on images , etc. .
Besides affecting factors such as accessibility (the same criteria for the web can be accessible for people with disabilities , favor the positioning of it ) , usable with a good internal linking structure , and easily indexable by search engines.
On the other hand , include a Sitemap helps all the above factors .
Analyze keywords: make a good analysis of the key words, we can use different tools :

ICT Tip:

Think like Google . Google quire remain the most used search engine , and it must offer to use the best possible results . If your site meets the requirements that Google provides for this, its position will benefit .

Portal of the Principality of Asturias autonomous and entrepreneurs :
Advice and support on ICT issues for independent and autonomous : and
SEO Guide Javier Casares :
Blog on SEO .

terminological dictionary

Rebound is named after the act of visiting a web site that contains what you want and salts it immediately without accessing your content or clicking on any of your links .
Serp : Search engine results page , or page of search engine results . It is the page that contains the links resulting from a search .
Sitemap : A sitemap or site map is a list of the pages of web portal, hierarchically structured , and contains links to all pages that component .

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