In recent years, SEO strategies (acronyms of search engine optimization or search engine optimization) have become one of the pillars of any online marketing campaign. However, despite the good results they offer, there are several factors that must be borne in mind if you want to reach a successful conclusion of this strategy.

Grosso modo, SEO encompasses all those processes that allow improving the visibility of a web page or content in the results offered by Internet search engines. For any company, it is vital that your site is in the top positions, since the websites that get it receive more traffic - that is, a greater number of visitors - and, therefore, potential customers. The place that occupies these results is conditioned by three variables (relevance, authority and personalization), which can be influenced by two fundamental actions: the editing of the HTML code of the web (what is known as SEO onpage) and the obtaining external links to the site in question (SEO offpage).

SEO for companies: apply SEO in your online marketing strategy

For an SEO strategy to be effective, the first thing to do is to establish realistic objectives, which will make it possible to monitor the actions taken and, if necessary, introduce the relevant changes. The characteristics that these objectives must meet are summarized with the letters of the English word SMART. These have to be specific, measurable, affordable, relevant and framed in time.

Once these objectives are established, it is convenient to determine to whom a specific SEO campaign is directed. At this point, we must distinguish two key concepts: on the one hand, the profile of the ideal buyer, which is a description of the best companies to sell a product or service, and secondly, the buyer person, understood as a semi-fictional representation of the ideal client -in this case, it is a physical person or individual- based on real data. Precisely, it is the buyer who must inspire the actions of SEO, so the company must know in depth their needs and browsing habits online.

After defining this profile, the company will be ready to elaborate online content that can attract the attention and interest of the buyer. Although these can be prepared in various formats -text, image, graphic or video information, among others-, the most important thing is that they are of quality and relevant to potential clients. In addition, generating attractive downloadable content will help the company to be perceived by Internet users as an expert in its field of activity and, at the same time, it will encourage users to download and share the information that is being provided to them.

When developing these contents, it is essential to correctly use the keywords or keywords, which are the terms that the buyer enters in the search engines to find the solution to their needs or problems. Including these keywords in the different elements of your website -such as title, URL or meta description, which corresponds to SEO techniques onpage-, the company will make the site have more options to appear in the first results than they throw the searchers.

However, while carrying out this process of optimization in the internal structure of the web, it is necessary to follow some concrete steps so that the strategy is effective: define which elements should be redesigned, protect the assets of the page during the redesign process , try to make a good impression on the user, always ensure the quality of the content and constantly monitor the results of SEO actions. The keys to seo strategies to improve the visibility of a web

In any case, it would be a mistake to think that it is enough to optimize the text of a website to obtain a good positioning on the Internet. In fact, due to the irruption of search verticals in 2007 -that is, the different search sections present in the search engines (for example, "web", "images", "news" or "books", in the case of Google) -, It is also necessary to work these last two formats within the SEO strategy.

With regard to SEO offpage techniques, already mentioned in the second paragraph, it is important to bear in mind that there are two types of links: the so-called dofollow (which confer authority, as if it were a positive vote, on the page to the that point) and the nofollow (expressly marked with an attribute so that they are not taken into account by the search engines when transmitting authority to the web in question). Currently, the ideal is for a site to host a balanced combination between both types. To attract them, there are numerous techniques, such as launching a blog, asking the company's clients to include the web link on their site, writing articles and sending them to content aggregators or writing on blogs of influential gurus on the Internet as guests

In relation to these 2.0 tools, we must not lose sight of the fact that it is an invaluable resource for any SEO action, since it is a very economical way to generate a large volume of content in a short time and on a regular basis. In addition, they support a wide variety of formats: articles, podcasts or audio files, PowerPoint presentations, news and press releases, videos, photographs, e-books, etc.

Although there are numerous platforms that allow you to create and manage blogs, there are two that are especially versatile: WordPress and HubSpot. However, both have advantages and disadvantages. For example, the first stands out for being free, for its easy handling and for including open source applications, designed by the user community itself; instead, it gives security problems and does not allow to obtain personalized blogs. In turn, HubSpot has design and customer service as strengths, but it is more expensive, and does not allow the administrator to have full control of the website.

Another aspect that must be considered is the need to integrate SEO in the purchase cycle, which includes the moment in which a user searches for solutions to a specific problem until he acquires a product or service. For the strategy to be successful, it is desirable to take into account the four phases in which this process is divided, summarized by the acronym AIDA (attention, interest, decision and action), and to respond to the habits shown by the potential client in each of them.

Finally, it is important to highlight the need to measure the results of any SEO strategy. For this, there are numerous tools, both payment (for example, WebCEO or Advanced Web Ranking) and free (Google Analytics). In the same way, companies like MOZ combine some free features with others that require payment of a monthly fee.