In this article we will see what are the 3 essential pillars for a complete SEO strategy .
A good SEO strategy always starts with on page SEO.
SEO on page is one of the main positioning factors to take into account within an SEO strategy. When we talk about SEO on page, we refer to all the technical implementations that we must do on our website so that Google can crawl and index it correctly.
The crawl, or crawl, refers to how the Google robot reads our website.
Indexing refers to how our website displays in your search results
Now we will proceed to cite the main technical positioning factors that must be taken into account when we implement our on page SEO strategy .
Let’s get started!
Tracking and Indexing
Indexing can be controlled through certain files or tags that we can create to give directions to the Google robot.
The sitemap is a file that contains the URLs of the website that we want Google to crawl and index. The usefulness of the sitemap is to be able to force the discovery and tracking of those URLs through Google Search Console. This way, Google will index our changes quickly and we won’t have to wait for the spider to pass naturally.
The robots.txt file tells the search engine robot which pages we do not want to give access to and which ones we do. In this way we ensure that it does not crawl and therefore does not index certain pages. This file must be saved in text format in the root folder of your website.
To access your robots.txt file and review the prompts being given to the search engine enter your website address and add “/robots.txt to the end of the URL.
Label No index
The no index tag allows you to tell the Googlebot not to index a certain page. Unlike the robots.txt file, the page will be crawled. This tag is inserted in the head of the html.
Here we will see an example of how to use this tag:
<! DOCTYPE html>
<meta name = ”robots” content = ”noindex” />
<body> (…) </body>
Appearance in SERPs
By integrating a series of html tags in the code of our web page, we can configure some aspects of the appearance of the Google results page.
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The first of these tags is the meta title. This meta tag tells the search engine the title of the result when it indexes the url in which it is pasted. The title should not exceed 65 characters but should include keywords, be descriptive of the content and be attractive.
The meta description tag tells the search engine what description to display in its results. The description should also include keywords, be descriptive and engaging, and not exceed 145 characters.
Rich snippets or structured data are pieces of information that we provide to the search engine so that it better understands the content of the page and correctly classifies the content. Structured data can be seen in the SERP on certain occasions.
These tags structure the content in hierarchy of importance. In this way, the search engine can understand the content and determine whether it is relevant to searches. The labels go from H1 to H6, and they follow that order of importance.
The H1 tag should appear only once per page and typically represents a title. It should include the main keyword for which you would like to rank.
H2 tags can appear multiple times and represent subtitles that separate content. Within H2 tags, H3 and H4 tags are usually found. The H5 and H6 tags already tend to have very little relevance to search engines.
Request status codes
URLs have different states represented by a numeric code. These codes represent the result of an http request.
Status code 200
Status code 200 represents successful requests. In this case, the url loads correctly and the body of the message can be transmitted.
Status code 300
Status code 300 refers to redirects.
A redirect with status code 301 is a permanent redirect, and will probably return another url.
A 302 redirect indicates that the redirect is temporary.
Status code 400
Status code 400 indicates a client error in the response of the http request. The most common thing in SEO is to come across 404 errors. These errors indicate that the server could not find the requested page.
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Status code 500
The status code 500 indicates that there is an error on the server.
Loading time and WPO
The loading speed of a page is an important ranking factor for a website. A slow load generates a bad user experience and therefore the search engine will not give us priority. Slow loading is considered when the page takes more than 3 seconds to load.
Contents: essential in any SEO strategy
The contents of your pages are an indispensable positioning factor. In your SEO strategy , you must optimize the contents of your existing pages and create new ones if necessary. Now we will proceed to cite the main notions that must be taken into account when creating SEO content.
Original and relevant content
Don’t copy content
The first rule of thumb when creating content is that it be original and relevant. You should never copy content that already exists on another website. There are also other black hat SEO techniques , which consist of copying content and modifying it slightly (spinning), which are penalized by Google’s algorithm and, therefore, should not be done.
Target your audience
We must also take into account who we are talking to. It is not the same to write SEO articles for a burger joint than for a metallurgical company. You always have to ask yourself what the user’s search intention is: is it transactional or informational?
The first thing you should do before choosing the keywords for which to rank is to do a keyword study. Balancing between the volume of searches and the competition, we will determine the keywords that we want to position.
Once we have chosen the keywords to position, we will have to translate them into our content. They should appear naturally and with a density of between 3% to 5% of the total words in the text. Remember that keyword staffing is not recommended since it is penalized by the Google algorithm.
We must try to make content of more than 200 words per page. It is advisable to write between 500 to 2000 words per page to be able to include a greater number of keywords.
Also, don’t forget to include these keywords in the H1, H2 and H3 tags.
The link building strategy is something really necessary for any website that wants to position better than its competition. This off page SEO strategy consists of getting links from external websites to our page in order to increase authority and traffic.
From the first versions of the Google algorithm, outgoing links are considered as positive votes towards the linked web, and then the search engine gives it authority. The more quality links we have, the more authority the search engine will give us and the better it will position us.
What to analyze in the backlinks in your SEO strategy?
The page that links us
The page that links us should have some kind of relationship with the niche that our website deals with. Another factor to consider is that the language of the page that links us should be the same as that of our website. Finally, the domain we choose should be aligned with the country where we must position.
Google’s instructions are that the linking must be completely natural, and any manipulation can be penalized. Links bought, exchanged or created by us, can be negatively affect SEO if Google realizes that and penalizes us (which is difficult if done right).
In the html of a link there is an attribute that tells Google if it should follow the link, if it was generated by the user (rel = UGC), if it was purchased (rel = sponsored) or if it should not follow it (rel = nofollow) . For the link to transfer authority to us, it must be dofollow. This indication is assigned by default, so unless otherwise indicated, the link will be followed by the search engine.
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