Skip to content

SEO can be divided into two large groups:

onsite offsite
  • On-site: On-site SEO is concerned with relevance. It makes sure 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 the optimization of keywords, loading time, user experience, code optimization and url format.
  • 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 have 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 in whether or not we follow the “recommendations” of the search engine. Black Hat SEO or White Hat SEO.

  • White Hat SEO: It consists of all those actions that are ethically correct and that meet the guidelines of the search engines to position a web page in the search results. Since search engines give greater importance to the pages that best respond to a user search, White Hat understands techniques that seek to make a page more relevant to search engines through providing value for their users.
  • Black Hat SEO: Black hat is the attempt to improve the search engine positioning of a web page through 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. 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.

Why is SEO important?

The most important reason why SEO is necessary is because it makes your website more useful to both users and search engines. Although these still cannot see a web page as a human does. SEO is necessary to help search engines understand what each page is about and whether or not it is useful to users.

SEO is the best way for your users to find you through searches in which your website is relevant. These users are looking for what you offer them. The best way to reach them is through a search engine.

How do search engines work?

The operation of a search engine can be summarized in two steps: crawling and indexing.

Tracking: A search engine crawls the web with what are called bots. These run through all the pages through the links. Hence the importance of a good link structure. Just as any user would when browsing the content of the Web, they move from one link to another and collect data about those web pages that they provide to their servers.

The crawling process begins with a list of web addresses from previous crawls and sitemaps provided by other web pages. Once they access these websites, bots look for links to other pages to visit them. Bots are especially attracted to new sites and changes to existing websites.

It is the bots themselves that decide which pages to visit, how often and how long they are going to crawl that website, so it is important to have an optimal loading time and updated content.

It is very common that on a web page you need to restrict the crawling of some pages or certain content to prevent them from appearing in search results. For this you can tell search engine bots not to crawl certain pages through the “robots.txt” file.

Indexing: Once a bot has crawled a website and collected the necessary information, these pages are included in an index. There they are ordered according to their content, their authority and their relevance. In this way, when we make a query to the search engine it will be much easier to show us the results that are most related to our query.

At first, search engines were based on the number of times a word was repeated. When doing a search they crawled in their index those terms to find which pages had them in their texts, positioning better the one that had it repeated the most times. Currently, they are more sophisticated and base their indices on hundreds of different aspects. The date of publication, whether they contain images, videos or animations, microformats, etc. are some of those aspects. Now they give more priority to the quality of the content.

Once the pages are crawled and indexed, the moment comes when the algorithm acts: algorithms are the computer processes that decide which pages appear sooner or later in the search results. Once the search is done, the algorithms check the indexes. This way they will know which are the most relevant pages taking into account the hundreds of positioning factors. And all this happens in a matter of milliseconds.

Leave a Reply

Your email address will not be published.