How SEO Works in 2020?
SEO is a constantly changing discipline.
Let’s see what we should be doing in SEO Today if we want our website to attract quality traffic.
What is happening with SEO is that it is becoming the union
of several techniques Content Marketing, user experience, and optimization on Social Media.
What Are the Practices to Master Today’s SEO?
How to Master SEO Today,
We are going to review those points that we consider essential so that nothing escapes us concerning positioning.
That the mobile is a fundamental part of any Digital Marketing strategy is not disputed by anyone.
Mobiles have become an indispensable part of our day Today.
Ten years ago, the mobile had a 1% global penetration; Today, it has more than 80%.
A trend that only increases year by year.
But if we think about the reasons that have led us to this, we will find the user experience.
If the primary purpose of a website is to deliver valuable content, we should first think about the best possible UX,
and one of the techniques to give the best possible UX goes through a mobile-friendly design.
If the user experience is essential to SEO, the structure of our website is no less so.
The bounce rate and time spent on the site have always been relevant ranking factors.
If users bounce on our site, Google robots will be no less. That is why it is essential to have a clean and orderly web
structure, facilitating tracking and benefiting the ranking.
An XML sitemap can help search engines find and index our pages more efficiently, and Google Webmaster Tools to
identify and correct crawl errors.
An Essential Tip:
Use SEO friendly URLs
such as http://www.dominio.com/titulo-pagina,
with the fewest possible directories
instead of http://www.dominio.com/tienda-online/producto/ref4749472/index .html
Once we have identified a good UX as a base, and we have an excellent web structure, we will focus on a purely SEO
factor that is currently gaining a lot of ground: semantic search.
Let’s go by parts, what is a semantic search?
Since Google launched «Hummingbird,» Google has been able to identify if, at the moment of searching for
Guadalajara, we are doing it in the Spanish or Mexican city.
In other words, it tries to understand the meaning of the query and the user’s intention, ensuring that the entire
sentence is taken into account, instead of, for example, a few specific keywords.
A new keyword approach
The change to a semantic search has resulted in that nowadays, separately, the keywords have lost all the
strength they had with previous algorithms.
Although new keyword research has to start with specific terms, it must be developed with attention to so-called long-tail and slow-indexing “conversation queries.”
The keywords of the long-tail were more likely to be used when the user was closer to purchasing that throughout the entire process of knowledge and decision.
However, in Today’s SEO, they gain importance because good ranking is capable of generating a large amount of quality traffic.
For its part, slow indexing keywords, known as Latent Semantic Indexing, is a term that is used to correlate names, so that Google can know which keywords are related to each other.
So if, for example, a web page contains Apple along with terms such as iPhone or Tim Cook, it is understood that it is not a greengrocer, but the brand.
Social Media is one of the channels that have best adapted to the new SEO scenario is a fact, but it does not have much of the impact that it seemed it would have.
Although no one disputes that they are a powerful element to achieve better positioning in search results, the truth is
that although Matt Cuts assured the opposite long ago, the first results of Twitter begin to appear in Google searches.
We cannot forget that both Twitter and Facebook are highly authoritative sites.
And that if our blog is the user gateway, social networks are the windows through which content flows.
What Does This Mean?
That it is not that social networks are not necessary, but it is the correlation between the two disciplines that make them so relevant separately.
However, Social Media does, but more Branding is done, the better, in the broader context of a content strategy.
Shared content, both your own and that of others, generates links and drives traffic, increasing brand queries unless we are only on TikTok, of course.
Build Relationships Not Links
With the large amount of content that is produced daily on the Internet, link building is losing importance within an SEO strategy.
Instead, Google is beginning to realize that if the content and user experience be valuable, relationship building is no less critical.
An SEO must not only be a person with technical concerns but must have a point of creativity when it comes to
distributing its content: campaigns with influencers and their loyalty on social networks, among many other techniques.