Table of contents
What is SEO optimization and what is it for?
Optimized SEO or SEO optimization refers to all the processes and tasks necessary to ensure that a website meets as many criteria as possible evaluated by search engines to determine the position of content in their index.
Why it is important
This aspect of digital marketing is essential for companies or businesses that want to take advantage of the organic traffic and to appear in the top positions for keywords relevant to their business.
Without good SEO optimization, you can forget about being treated well by search engines.
Sin una buena optimización SEO ya puedes ir olvidándote de recibir un buen trato por parte de los buscadores.
Where do I start with the SEO optimization of my website?
At iSocialWeb, when we talk about capturing organic traffic, we understand there are 6 pillars that every webmaster must take into account when optimizing a website.
1. Technical SEO
This part is concerned with ensuring the correct indexing and crawling of your website. The points you should check are:
- There is a robots.txt
- The Sitemap XML of the website is available without bugs.
- The language(s) of the property has/have been specified
- Google Analytics
- There is support for mobile devices
- The coding of the website is correct
To better understand the implications for your project we recommend our article on technical SEO.
2. Onpage SEO
At the URL or individual page level of your project, it is important to check that we comply with:
- Friendly URL syntax
- Title optimized to encourage click-through, including the main keyword and between 1’ and 70 characters
- Concise Meta Description (160 characters maximum) contains keywords and is useful to the user
- Respecting the hierarchy of headings: H1, H2, H3
- Optimized images with ALT attribute
- Correct tagging of structured data
- Canonical tag to prevent duplicate content and prioritize content
Our goal is that as many URLs as possible that are relevant to your project comply with each and every one of the above points to ensure the overall health of the project as a whole.
3. SEO Offpage – Domain Authority
When it comes to positioning a website or a particular URL, all search engines measure what is known as domain authority.
A web project has more domain authority when it has more quality links pointing to it.
Each link acts as a vote for your project. However, not all links are worth the same, so it is important to know what defines a “good link”.
The complexity of this issue is beyond the scope of this article.
Therefore, keep the following:
Building a natural and well-contextualized external link profile that captures referral traffic for your project is one of the most powerful signals you can send to search engines to optimize your online presence.
4. Web architecture and internal linking
A good web architecture facilitates the navigation of users within your website, but also allows the correct transmission of the Pagerank at every level.
For a search engine, the most important URL of your project is the homepage.
Therefore, an SEO-optimized web project is characterized by developing a web structure as horizontal as possible where the user can reach any URL of your website from the homepage in a maximum of 4 clicks.
In other words, no content on your website should be more than 4 clicks away from the homepage.
Why? Because they make navigation easier for the user and also allow the transmission of PageRank or domain authority to flow through link juice to all parts of your website.
5. Contents
A website is optimized in relation to its content when the percentage of duplicate or similar content is low.
Search engines prefer original or unpublished content. This means that copying and publishing third-party content on your website will not work for you and will also mean that your URL will not rank because it is redundant content.
But be careful, because having a high percentage or similar content on your website can also lead to algorithmic penalties.
6. User experience
Finally, and increasingly important, is that Google and search engines pick up positive signals regarding the user experience with your website.
In particular, Google measures user experience by:
- Core web vitals
- Rank Brain
While the former focuses on technical aspects related to loading speed, rendering and server response, the latter focuses on measuring user interactions such as the number of pages visited per session on your website, dwell time, bounce rate, pogo-sticking or page CTR.
Each of them deserves a separate chapter.
In conclusion:
SEO optimization or SEO optimization is a complex process that involves all facets of a website, from how easy it is for search engines to crawl and index our website, to how users react or interact with the content presented.
Recommended reading:
- https://developers.google.com/search/docs/beginner/seo-starter-guide
- SEO onpage
- SEO offpage
- Technical SEO
- Indexability
- Page authority
FAQs
What is SEO?
This is the part of digital marketing that deals with search engines positioning, trying to get as many search terms as possible, as high up in the rankings as possible.
What is SEM?
Search engine marketing is the part of online marketing that deals with optimizing the position of your website for both paid searches and organic queries made by users on search engines.