What is SEO and why do I need it?

Search engine optimization or search engine optimization is the process of improving the visibility of a website in the organic results of the different search engines. It is also common to name it by its English title, SEO (Search Engine Optimization).

SEO is one of the “disciplines” that has changed the most in recent years. We just have to look at a large number of updates that have been Penguin and Panda, and how they have given a 180-degree turn to what was understood by SEO until recently. Now with SEO pursues what Matt Cutts himself qualifies as “Search Experience Optimization” or what is the same, “all for the user.”

Although there are thousands of factors in which a search engine is based on positioning one page or another one could say that there are two fundamental factors: authority and relevance

  • The power is the popularity of a website. The more popular the information, the more valuable it is. This element is what a search engine takes more into account since it is based on the user’s own experience. The more a content is shared, the more users have found it useful.
  • Relevance is the relationship a page has with a given search. This is not merely that a page contains a lot of times the term sought (in the beginning it was like that) but a search engine is based on hundreds of on-site factors to determine this.

SEO can be divided into two broad groups.

  • On-site: SEO on-site worries about relevance. It ensures that the web is optimized so that the search engine understands the main thing, which is the content of it. Within SEO On-site we would include keyword optimization, loading time, user experience, code optimization and format of URLs.
  • Off-site: SEO off-site is the part of SEO work that focuses on factors external to the website where we work. The essential elements in off-site SEO are the number and quality of the links, presence in social networks mentions in local media, brand authority and performance in the search results, that is, the CTR that our results in a search engine. Sure you think that all this is very good and that it is absorbing but that you are here to know why you need SEO on your website and what benefits you will get if you integrate it into your online strategy.

Once we know what SEO is, we must differentiate whether or not we follow the “recommendations” of the search engine. Black Hat SEO or White Hat SEO

  • Black Hat SEO: Blackhat is the attempt to improve the search engine positioning of a web page using unethical techniques or that contradict the guidelines of the search engine. Some examples of Black Hat SEO are Cloaking, Spinning, SPAM in forums and blog comments, or Keyword Stuffing. The black hat can provide benefits in the short term, but it is a risky strategy, without continuity in a long time and that does not add value.
  • White Hat SEO: Consists of all ethically correct actions that meet the guidelines of search engines to position a web page and search results. Since search engines give greater importance to the pages that best respond to a user search, White Hat understands the techniques that seek to make a search engine page more relevant by providing value to its users.