{"id":6714,"date":"2023-01-11T11:26:08","date_gmt":"2023-01-11T11:26:08","guid":{"rendered":"https:\/\/www.lotofsolutions.com\/?p=6714"},"modified":"2023-01-11T11:26:08","modified_gmt":"2023-01-11T11:26:08","slug":"the-basics-of-seo","status":"publish","type":"post","link":"https:\/\/www.lotofsolutions.com\/es\/the-basics-of-seo\/","title":{"rendered":"Conceptos b\u00e1sicos de SEO"},"content":{"rendered":"<p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][qode_elements_holder number_of_columns=&#8221;one_column&#8221;][qode_elements_holder_item advanced_animations=&#8221;no&#8221;][vc_column_text]<span style=\"font-weight: 400;\">SEO, or search engine optimization, is improving the quality and quantity of website traffic by increasing the visibility of a website or a web page in a search engine&#8217;s unpaid results.<\/span><\/p>\n<p><strong>You can break down the basics of SEO into three main categories:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>On-page SEO<\/strong> refers to the elements of a website that you can optimize for search engines. This includes title tags, meta descriptions, header tags, and keyword-optimized content.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Off-page SEO<\/strong> refers to factors outside your website that can affect your search engine rankings. This includes things like backlinks from other websites and social media signals.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Technical SEO<\/strong>: This refers to the behind-the-scenes elements of a website that can affect its search engine rankings. This includes things like the website&#8217;s architecture, its loading speed, and the use of structured data.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Many other factors can affect your search engine rankings, but these are some of the most important. In general, the goal of SEO is to make your website more attractive to search engines to rank higher in the search results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s also important to note that SEO is an ongoing process; you must regularly check your website&#8217;s performance and make necessary adjustments. Additionally, you should adhere to the best practices and guidelines set by search engines because breaking the rules can lead to penalties or even being banned from search results.<\/span><\/p>\n<h2><strong>Paid versus organic traffic<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">You can organically attract more people to your website by effectively using SEO techniques. This way, you don\u2019t have to pay a search engine directly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Paying a search engine directly will result in short-term, costlier traffic to your site. Optimizing with SEO techniques will result in long-term, less expensive traffic to your website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With over 99% of all the searches via mobile, Google is by far the biggest search engine that exists at the moment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their biggest focus, and so ours, is to give the visitor to your website the best search experience possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The way to do that is to improve the more than 200 ranking factors that Google considers when showing pages on the SERP (search engine results page).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since paid traffic via Google is their highest income, optimizing by only ranking factors takes work. Search engines are making it difficult for SEO specialists to reach high rankings and to keep them by changing their algorithms constantly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As an SEO specialist or someone taking on SEO within a company, you always need to be on top of your game by keeping yourself up to date about changes Google makes and ways to improve content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google doesn\u2019t only change its algorithm to be ahead of SEO specialists. They shift the algorithm constantly to keep up with the demand for better answers\/pages to the questions on their website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To start with SEO, you must make a plan or a strategy. A typical approach to improve SEO consists, among other things, of link building and keyword research. Many companies that operate online and that want to generate traffic to their website are dependent on SEO.<\/span><\/p>\n<h2><strong>How does a search engine work?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">A search engine is a computer program designed to answer questions. You ask a question, and the program returns the most relevant answer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It needs to archive all possible solutions in advance to give the best answer possible to different questions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Search engines thus manage to collect all public content on the internet. For this, they use so-called crawlers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A crawler is a bot that comes to your website and indexes your pages. This way, he &#8220;reads&#8221; what your page is about.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An algorithm to find the best search results eventually determines the most relevant results. It does this by checking 200 different ranking factors.<\/span><\/p>\n<h2><b>Why is SEO important?<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">SEO is important for companies for several reasons. In most cases, traffic from organic (free) results from Google converts better than traffic from social media or advertisements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With SEO, you are found at the right time by the right target group. That means that your visitors are always interested in your service or product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Almost everyone (including yourself) will search for a service or product through a computer or mobile device.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Especially when your company is focused on private individuals\u2019 SEO is an indispensable element in your marketing strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On average, ten thousand searches relate to your services or products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are not found, you most likely miss out on many customers who ultimately end up at your competitor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These competitors come directly at the top of the search results in a relevant search in Google.<\/span><\/p>\n<h3><strong>Keys to SEO success<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">When are you successful with SEO? Sometimes it takes time to scope. Usually, you measure the following KPIs:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Visibility in the search engines (%)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of visitors coming to your website from search engines &#8211; or organic traffic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of conversions coming from organic traffic<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Eventually, you also look at underlying metrics. This gives you the idea that your efforts also have a real effect. Those metrics include the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of backlinks: or other pages that link to your page<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Domain &amp; Page Authority: the authority scores of the domain, one of the pages.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Trust flows<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Positions<\/span><\/li>\n<\/ul>\n<h3><strong>Ranking factors<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">There are countless different possibilities to strengthen your position in search engines. We could subdivide all these factors into three categories:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The technique of your website<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The content on your website<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The authority that obtained your domain and your page, according to the search engine<\/span><\/li>\n<\/ul>\n<h3><strong>Technical ranking factors<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The technique is mainly about two things:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does your website offer a good user experience for the user?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can search engines scan and index the content on your website?<\/span><\/li>\n<\/ul>\n<h3><strong>Content ranking factors<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Obviously, your page will be displayed with a particular keyword people search for if the content you have on that page is relevant.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Search engines look first at the search terms that have been entered. Fortunately, they are getting better at recognizing synonyms and other compositions of questions and sentences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How you deal with those keywords (so-called &#8216;semantics&#8217;) is also important for Google&#8217;s algorithm.<\/span><\/p>\n<h2><strong>What does authority mean in SEO?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">As soon as your website performs technically well and your content matches the user&#8217;s search queries, it is still a question of whether you answer the search query.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google looks at various data about your website. Are you often referred to by other relevant pages, for example, using a link to your page?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then the algorithm recognizes that as an &#8216;authority point.&#8217; Social signals, such as shares and interactions on social media, also show that you possess high-quality content.<\/span><\/p>\n<h2><strong>SEO back in the day<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">In 1990, a project called Archie was born. Computer science students developed a system that archived websites.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At that time, it was a big breakthrough. It wasn&#8217;t all as exciting as you might think, though. At that time, there weren&#8217;t many extensions the program could read, nor were there so many websites to archive as we know now.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 1994 the WebCrawler made a big difference in how we approached SEO.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of archiving complete websites, WebCrawler could read content that was published online.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This gave the (online) marketers of that time tools to improve their websites and make them better findable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Until Google was introduced in 1998 by Larry Page and Sergey Brin, Yahoo was the biggest search engine on the market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google got popular very quickly because of its interface. Their homepage was clear, everything looked nicer, and the search results were better than the others offered.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After the introduction, everything went really fast with the now biggest search engine.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the beginning, all tricks were used by marketers to improve the findability of their sites.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From white text in the background to big chunks of keywords at the bottom of every page. Some websites were very easy to find but were not so user-friendly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And because of the keyword mayhem they created, Google couldn\u2019t give the best search experience possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Something Google had to improve fast to keep the market share they worked so hard for.<\/span><\/p>\n<h3><strong>Algorithms<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Because Google gained popularity over the years and the number of sites kept growing, more and more people started working at Google to make the search experience the best as possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They did this by developing algorithms. These algorithms are (mostly) classified. People are still determining the ranking factors for websites.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, many search engine specialists try to figure out how it works so they can apply their findings to improve their ranking and\/or the ranking of the pages they work for.<\/span><\/p>\n<h3><strong>Different ranking factors<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Google developed different factors that needed to be optimized to get a higher ranking in the search results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These factors are included in algorithms that focus on a page&#8217;s loading time, bounce percentages, and link profiles.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the rising popularity of mobile searches, responsiveness is becoming a significant factor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The vision of Google stayed the same throughout the years: make the world&#8217;s information accessible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make sure Google meets its vision, it introduced some high-profile updates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means that with good SEO content, it\u2019s nowadays less about sneaky tricks and more about answering questions like \u2018How relevant are you?\u2019 and \u2018How user-friendly is your site?&#8217; with your content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are in the game to make a quick fix by implementing old tricks, Google will punish you by sending your page to the end of the search results or not showing your site at all.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is very easy to get punished, and you won&#8217;t know when your site will recover.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nowadays, search engines are way more developed than only looking at what kind of content you offer on your website. Search engines also give other search results, like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Images<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Local search results<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google maps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shopping<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">News<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For this type of search, you can optimize your own content to generate more traffic and, hopefully, more conversions.<\/span><\/p>\n<h2><strong>Outsource your SEO<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Search Engine Optimization (SEO) is essential for businesses looking to gain an edge over their competition and increase their online visibility. It can be a daunting task for those unfamiliar with the process and who don&#8217;t have the time or expertise to devote to it. Outsourcing your SEO could be the answer you are looking for. By outsourcing, you can benefit from expert advice, improved performance, and more efficient use of resources. With an SEO professional&#8217;s help, you can rank your website higher than all your competitors and have a greater chance of being found by new customers. Want to know what we can do for you? Get in touch!<\/span>[\/vc_column_text][\/qode_elements_holder_item][\/qode_elements_holder][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfQuiere saber exactamente qu\u00e9 significa SEO? Obtenga m\u00e1s informaci\u00f3n sobre la optimizaci\u00f3n para motores de b\u00fasqueda y c\u00f3mo aplicarla a su negocio.<\/p>","protected":false},"author":1,"featured_media":6715,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-6714","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/wp\/v2\/posts\/6714","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/wp\/v2\/comments?post=6714"}],"version-history":[{"count":0,"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/wp\/v2\/posts\/6714\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/wp\/v2\/media?parent=6714"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/wp\/v2\/categories?post=6714"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lotofsolutions.com\/es\/wp-json\/wp\/v2\/tags?post=6714"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}