A Little About SEO

by David Evies Digital Marketing Consultant

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

Although there are thousands of factors on which a search engine relies to position one page or another one could say that there are two basic factors: authority and relevance

The authority is basically the popularity of a website. The more popular the more valuable the information it contains. This factor is what a search engine takes more into account given that 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 to a given search. This is not simply that a page contains a lot of times the term searched (in the beginning it was like that) but a search engine relies on hundreds of on-site factors to determine this.

SEO can be divided into two large groups: On-site: On-site SEO 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 the On-site SEO we would include keyword optimization, loading time, user experience, code optimization and URL formatting. Off-site: Off-site SEO is the part of SEO work that focuses on factors external to the website we work on. The most important factors in off-site SEO are the number and quality of links, presence in social networks, mentions in local media, brand authority and performance in search results, that is, the CTR that our Results in a search engine. Surely you are thinking that all this is very good and that it is very interesting 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:

Black hat is the attempt to improve search engine positioning of a web page through unethical techniques that contradict the search engine guidelines. 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 generally a risky strategy, without continuity in the long term and that does not add value.

White Hat SEO:

It consists of all those ethically correct actions that meet the guidelines of the search engines to position a web page and the search results. Given that 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 through providing value for its users.

General SEO:

It refers to the best pratices of SEO applied to rank web pages for general terms; or, for terms that doesn't involve local searches.

Local SEO:

As the name suggests, local SEO focuses on terms that target any local area. For example; if you are trying to rank for the term seo consultancy london, you will only targeting that local area.

SEO Everywhere

All businesses need SEO, specially local business owners. For instance, if you live in paradise location like East Sussex, you know that this is place tourists go to. So every business want to be featured high on the search engines to grasp those visitors when they land on their local business. No wonder consultant offer theirs service to many business. You can ran a search on google and type the following phrases: London SEO, Bexhill on sea SEO. Hastings SEO, Brighton SEO or Eastbourne SEO and find many seo managers and consultant ready to improve local business rankings on the search engines.