LUG Open SchoolNews

What is SEO and why do I need it for my website?

by Saúl Vérez,  SEO and digital márketing expert

What is SEO?

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

From my point of view SEO is one of the “disciplines” that has changed the most in recent years. Just look at the large number of updates that have been made to Penguin and Panda, and how they have given a twist to what until recently was understood by SEO. Now with SEO we pursue what Matt Cutts himself describes as “Search engine optimization” or what is the same, “everything for the user”.

Although there are thousands of factors on which a search engine is based to position one page or another, it can be said that there are two basic factors: authority and relevance.

Authority is basically the popularity of a website. The more popular it is, the more valuable the information it contains. This factor is what a search engine takes into account the most, since it is based on the user’s own experience. The more content you share, the more users will find it useful.

Relevance is the relationship that a page has with a specific search. Today it is no longer simply a page that often contains the search term (at first it was), but a search engine that relies on hundreds of factors on the site to determine it.

SEO can be divided into two main groups:

On Page: On-site SEO cares about relevancy. We need to make sure that the web is optimized so that the search engine fully understands what the content on your website is about. Within on-site SEO we would include keyword optimization, loading time, user experience, etc.

Off Page: this is the part of SEO work that focuses on factors external to the web page we work on. The most important factors in off-site SEO are the quantity and quality of the links, the presence in social networks, the mentions in the local media, the brand authority and the performance in the search results, that is, the CTR that our clients have.

If you decide to do all this, you will understand that it is one of the most important things for your online business.

Why is SEO important?

To me, the key or the most important reason why SEO is necessary is because it makes your website more useful to both users and search engines. SEO is necessary to help search engines (Google, Bing, etc.) 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.

Thanks to the SEO actions that I have carried out for my clients during the last 7 years, I have been part of the improvement and growth they have had on the internet, supporting us in a strategy that, added to the SEO actions, have led to growth very remarkable in terms of visibility and, therefore, in increasing sales.

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