Although many of the businesses that currently exist on the
Internet do not have a defined web positioning strategy, the truth is that if
we do not set objectives and the actions to follow to achieve them, it is
impossible for our project to reach its full potential in the engines. search
In this sense, an optimal SEO strategy encompasses a process
that includes the following phases:
1.- Definition of the objectives of the website, the target
audience of the same and their needs.
In this first stage, the SEO expert should gather all the
internal information that may be useful. In this sense, it will be interesting
What is the objective of website conversion, that is, the reason for
being of the online presence
Characteristics of the target audience: location, age, sex, etc.
Needs of the target audience
2.- Analysis of the market, SERPs, and selection of
After the internal analysis, the SEO consultant must analyze
the market, the competitors and the SERP (Search Engine Results Page, that is,
the search results pages), as well as perform a keyword research.
The analysis of the competitors will allow us to identify
what they are doing well in their web positioning strategy and how we could
implement these strengths in our project.
Regarding keyword research, its objective is to identify
those keywords that are relevant to our business. We will be interested in all
the terms that for the maximum level of searches (and the minimum level of
competence) have the highest probability of converting.
3.- SEO Audit.
An SEO audit will check all the internal SEO factors,
identifying all those aspects that can be improved. In the same way, this phase
will mark an implementation calendar and assign the tasks to be carried out.
4.- Implementation of the internal improvements identified
in the audit.
In this stage, all the improvements identified in the
previous step will be performed.
5.- Content plan and link construction.
In the past, doing link building (getting other pages linked
to ours) was relatively simple: it was enough to buy or generate thousands of
links with the keywords in the anchor (words in the text that include the link)
to position the different pages. However, this has changed and now focusing on
quality is a priority.
Therefore, the link building strategy must generally be
linked to a content plan that seeks to create and promote quality content. It
is no longer just a matter of building a link, but also of increasing the
visibility of the brand and attracting traffic. In broad strokes, the following
aspects would be worked:
Create and promote a corporate blog
Social link building (build links in social networks)
Guest blogging (participate as a guest firm) in relevant platforms of
Creation and dissemination of content in video and infographics
6.- Analysis of results and continuous improvement.
In this stage, we will monitor the actions taken to identify
what is working, what is not doing and how we can improve it. For this it is
convenient to create a scorecard in which it is ranked:
The evolution of the relevant keywords for the business
The authority of the domain and the blog
The growth of the contents created and promoted
However, SEO is regularly reinvented, so it is critical to
follow the relevant platforms of the sector (especially Saxon-speaking ones) to
identify changes and trends quickly. In this sense, it is convenient to follow
the communication channels of Google itself (especially its own blogs and the
Twitter accounts of the leading engineers) to identify possible algorithmic
changes and trends.
7.- Discouraged practices.
As for the practices that would never be performed in an SEO
strategy, it would include any that could violate Google directives and be
clear to the concept of quality. In this regard, we must highlight:
Copy the content to the competition
Build links in blog networks, link directories, article directories,
link farms, etc.
Always use the main keywords in the anchor
Focus on quantity and not quality
Force the construction of links using pages of other topics, in another
language or both