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April 8, 2020 Conecta Software
BRANDING GUIDE

Resources for SEO positioning

Resources for your Visual Identity

Resources for UX and Web Design

Resources for Visibility & Digital Marketing

Resources for Online Advertising and Social Networking

In the online marketing strategy, the actions of SEO On Page and Off Page must be defined to achieve good positioning results. To do so, it is important to know the characteristics and differences between them.

SEO is search engine optimization. The main search engine in Spain is Google. When we invest in technical and content optimization on the website, we do so with the aim of appearing in the first search results of users.

Online Marketing Plan

The planning and execution of a marketing plan is central to the company's strategy. Through corporate websites, email campaigns, online stores and social networks of the brand, traditional marketing can be enriched with the characteristics of digital marketing.

First, there is the search engine positioning strategy - the SEO.

The better positioned the company is for a relevant search term, the more likely it is to attract visitors. Many variables influence the achievement of positioning.

SEO is an investment in both structure and content and requires a comprehensive, long-term strategy

The user's online profile, search history, preferences and location, among others, is one part of the variables, which the company cannot directly influence.

What you can and should work on is optimize your online presence and know the requirements of the search engines Google and Bing. We differentiate between SEO On Page and Off Page.

 

Differences between On Page and Off Page SEO

The SEO On Page and Off Page are part of the overall marketing plan. Therefore, they should be in the same line. Although the tasks and characteristics, which make up each type of SEO, son diferentes, influyen de forma importante en el conjunto y no se recomienda planificarlos de forma aislada.

 

SEO On Page - Features

SEO On Page are all the actions within the web itself and that improve the positioning in the search engines. We prepare the web page so that it "speaks Google".

 

Content - Web semantics and keywords

Keyword research and the creation of relevant, attractive and optimized content are the first step. To do this, we must create content around the keywords we have identified as relevant, and find related terms and topics. If we talk about ecommerce, related topics are cyber security and digital marketing and relevant brands PrestaShop o Amazon.

Keywords are the foundation that holds together the strategy of SEO onpage. They should be incorporated into all technical elements to help target users find the content at the right time. To be effective, keywords must be carefully researched and selected. When developing the content, they should be worked on in a natural and optimized way.

Examples of content types

  • Blog articles
  • Copy on web pages
  • Video
  • Infographics
  • Ebooks
  • Interviews

Here we talk about the Corporate Blog.

 

Web architecture

This is the structure of the home page, the creation of Landing Pages and the structure of internal links. This is the second step, in which we decide how to distribute the results of the keyword research and the created content.

See Information Architecture

The revision of the internal links is a recurrent maintenance task. For example, links can be broken when content is moved or deleted. Here it is important to follow good redirection practices. See 301

 

HTML

All technical optimization tasks of SEO On Page Tags, page titles, headers (h1, h2) metadescripciones, link descriptions and image tags are located in this section. See HTML

 

Indexed with Sitemaps

Once you have checked all the above points, the next step is to tell Google that the page is published and indexable. On the one hand, we make sure that the indexing is not blocked by robots.txt. To speed up the indexation, we can also include the URL at Google Search Console. This free Google tool allows you to check for technical errors and request indexing. See Sitemaps in PrestaShop and WordPress

 

Loading speed

The loading speed is a positioning factor. In the free tool Page Speed Insights we can check the loading performance of the website, both on desktop and mobile devices.

 

Onpage optimization makes it easier for both the Googlebot and human users to understand the content we are publishing. To boost your visibility, we complement it with SEO Offpage.

SEO Off Page - Features

SEO Off Page refers to actions outside the website that increase online authority, improve user brand perception, relevance and reliability of the site.

These ranking factor optimisation techniques mainly revolve around external links and social networks. However, their starting point remains quality content that brings value to the target audience. Only in this way can we establish ourselves as experts in our field and gain more and more online visibility. Although it happens outside the website itself, the content has to be representative of the brand, since the SEO Offpage also provides the opportunity to reinforce the corporate brand image.

 

Link-Building

It is closely related to quality content, as others are more willing to link to this type of content. Here, with the changes in Google's algorithms, quality has become more important than quantity. That's why it's important to get websites linked to us with a good domain authority (DA), and to remove toxic links. A good tool for auditing links is SemRush. We talked in detail of the link-building here.

Good resources for the linkbuilding are business directories, press releases, forum participation and guest-blogging. We can invite authors of blogs and other sites to link to an article on our website. These links are interpreted by Google Page Rank as "votes of confidence".

Local

The SEO local is focused on the location, country or city, where the service is provided or the products and user reviews are sold. It seeks to increase search visibility for companies serving their communities on a face-to-face basis. It can refer to physical businesses with physical locations, such as a clothing store, restaurant, dentist or locksmith. What they have in common is that they operate in a specific and limited geographical area.

At Local SEO in the Canary Islands we talked about the special characteristics to be taken into account when elaborating the strategy.

 

Social Networks

LinkedIn, Twitter, Facebook and YouTube are examples of social networks, where the company can create a profile in order to improve its authority towards the search engines. It is not a matter of sharing the same content in all networks, but of deciding which networks that best suits the company.

The next step is to create a publication schedule, adjusted to the type of audience we want to reach.

 

Brand mentions

In Google Alerts we can set up an alert that will alert us every time the name of the company or one of our products is mentioned in the online media.

 

Related reading

Tactical SEO by Lee Wilson

The Marketing Plan and its components

Next Resources to improve your SEO

Keywords for positioning our website
Have you stopped to think about the Keywords that work best for your website? How do our customers search for us on the Internet? What words do they use? In what order do they place them?

Tactical SEO: Book Summary
SEO tactical is a practical guide to understanding the opportunities, challenges and hidden potential that SEO can contribute to any website.

Download our free ebook: "Practical Guide to Selling Online"

We have developed a complete guide to these steps. It includes strategy questions such as the different business models available, how to create a marketing strategy and what data to analyze. You can download the ebook for free here:

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Project co-financed by the European Regional Development Fund. Beneficiary: Conecta Software Soluciones SLU. File number: EATIC2019010001. Approved Investment: 173.800,00 ?. Start date: 01/04/2019. Completion: 30/09/2020. This project aims to develop a multilingual user layer and dashboards for web and windows environments of Business Intelligence solution.

Project co-financed by the European Regional Development Fund. Beneficiary: Conecta Software Soluciones SLU. File number: PI2019010001. Approved Investment: 6,444.80 Start date: 17/10/2018. Completion: 16/10/2019. The present project aims at developing a connector software that automates the generation of virtual catalogues so that the company can offer in its Online Store products with a wide description and with images that make the user experience richer and more complete.

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