They are the best techniques of professionals to boost your online presence in all areas: in digital marketing, in networks, in SEO positioning, in your SEM campaigns, on your blog, in the construction of your website, in the catalog of your online store …
It all starts with a good positioning
To have a presence on the Internet, you must be well-positioned. And that positioning is given by the keywords with which your audience searches for you and with which you must define your business.
To find these keywords you must “sign up for Google Adwords and look for the campaign planning tool. By entering your keywords, it will tell you which are the best combinations of what you are looking for. For example, if you write, I sell tulips, it can tell you, mind you, that what you are looking for on the Internet are yellow tulips. In other words, of the product or service you want to sell, it tells you which is the main headline that you should be clear about when building the web, your communication on social networks and everything that will define your presence on the web ”, he points out the expert Antonio Bernal.
Explain well what you do
“Once I know what keywords to use, I build the website or blog. It is very important that it is optimized, well built. In the first sentence, I have to describe what I do: We sell flowers in Barcelona. This headline is important to be in the first sentence of the web page; in what is visible to the people. And in the part that people do not see, in the meta description, the same, although in a more detailed way ”, recommends Bernal.
Always write search-oriented
“Everything you write and publish must be search-oriented, that is, you must publish content based on criteria that are in demand through search engines. Google values that you are wanting to offer answers to questions that its users have and gives a higher overall score to the entire domain in terms of SERPs (search engine results) and positioning ”, says Dean Romero, blogger on SEO and online marketing at blogger3cero. com, which to know what our clients are looking for and where they are, recommends, in addition to “Keyword Planner (from Google itself), other tools that we currently have and that is much more effective, such as KeywordTool.io”.
Be original and local
“It is very important that you do not repeat the messages of the leaders of the sector. If you sell furniture, you can not repeat the messages of Ikea, look for a different option. Think about what you can do with your resources to create a similar strategy. And above all think about geolocation. Look at the trends related to your product, but especially to your city. For example, a company that sells or rents lifting platforms, construction material, must take into account the searches related to its business in a specific city. Where it has its headquarters or its facilities ”, says the founder of Tthegap .
Find synonyms for keywords
Yes, writing with a rich vocabulary instead of continually repeating keywords pays off in rankings. This is what is called semantic SEO.
“It is using synonyms and keywords related to the subject. Google has databases capable of identifying all the synonyms of any word and asks us to enrich our language instead of always using the same word, as was done in the old way. If we are talking about increasing web traffic, we can talk about increasing traffic, growing, increasing … we are using different synonyms. In this way we even increase the possibility of positioning more keywords and Google understands that we have used a much more natural language ”, says Miguel Florido, web and marketing blogger and professor.
Exploit the long tail to gain qualified traffic
“Long-tail or long-tail keywords are a little longer than usual, through which users define a slightly more precise search. For example, a short search would be Madrid cars, a long tail search would be: where to buy a cheap Seat León in the center of Madrid, explains Dean Romero, and recommends: “To take advantage of the long tail it is best to use it from day one of birth of a blog for keywords with searches of up to 5, 6 or 7 words. A very useful way to get these precious keywords is with the SEMrush tool, establishing a filter of the type: exclude> keywords> less than> 5. In this way, we will start ranking practically from day one for attacking very low or null terms competence”.
Find relevant topics
“One trick we use to find topics to include in content is to add the asterisk to the beginning of the keyword. Suppose I go to the Google search engine and tell it to travel to Madrid for a weekend. To the word ‘travel’ I add an asterisk at the beginning and I get sections or topics that Google considers very relevant. If I include those sections within my content, it will be very positive and it will position me more quickly. It is a very simple trick to apply and it will bring me a lot of traffic ”, explains Miguel Florido.
Use advertising as a test
Advertising not only helps to bring visits to our website but is also an excellent tool for testing our online presence. “If you have few resources, I would focus on immediately testing an Adwords campaign, with a very small impression, of 80 or 100 euros, to see very quickly if everything you have prepared is working for you. It will give you a lot of information, and very good because it allows you to see what the people who have seen you on the Internet have done, you will advance more than if you start to build a profile on networks and write, which will cost you more get results ”, comments Antonio Bernal.
The advice of the founder of Tthegap is that every two months, take advantage and measure what happens in relation to SEO, “spend 70 or 80 euros on advertising in Adwords, because that way you can see very well in the analytics of the visits by what words are you coming, what have those who have come to your page done … and you can adjust because Google is something dynamic that changes permanently. Adwords helps you to see in the digital world how your client thinks and looks for it ”.
Another key tool to analyze your strategy: Google Search Console. Integrate it into Analytics to test your SEO strategy, since it allows you to see what the people who come to you are doing for SEO, not for Adwords.
Label the photos well
Yes, the way you tag the photos of your websites is also key to being more relevant. “In order for them to position themselves better, we will try to avoid titles such as IMG-0235.jpg or DSCF-2345.jpg and briefly describe the content of the image. As a reference, we can take the brand-product-color.jpg scheme.
For example, Nike-shoes-running- rojas.jpg ”, explains Lúa Louro, frontend designer, and developer specializing in WordPress. “Besides,” he adds, “it is convenient to avoid numbers, the letter ñ, low bars (_), and other signs.” If we want to show several images of the same product, so as not to repeat the same title and instead of using numbers, we can refer to the point of view, size, novelty … For example, channel- Colonia-entero.jpg, channel-Colonia -detalle.jpg, channel-Colonia-lateral.jpg ”.
Are your images friendly?
“When adding an image on our website, both in the product catalog of our online store and elsewhere, we will have different configuration options. First of all, the URL, which should be as friendly as possible. Thus, you should avoid errors such as www.miweb.com/ product-ID = 102? 21LjMds and improve your positioning with the correct URL: www.miweb.com/ shoes / Nike / running / Nike-shoes-running-rojas.jpg ” , explains Lúa Louro. Who adds: “The next step is the title: here we could put the title of our image, without hyphens. Example: Nike red running shoes. And finally, the alt text(popularly known as alt and that, although it is not visible, is taken into account). Here you must put a brief description of the photograph. Example: Red Nike running shoes / Red Nike running shoes ”.
Harness the power of microformats
If you notice, in some search results, Google shows rich texts. For example, if it is a product or service page, you can show us the price and the valuation of the people through the well-known stars. Improving our visibility.
“It is Google that decides in which results to do it and in which not. For example, in the microformats of the evaluations (the stars), the behavior of our client on the web comes into play. If the customer values the product they have bought, the chances that the microformat will appear for that product increase ”, explains Lúa Louro.
Although “today we do not have clear information on what criteria Google follows to make these decisions, we can help you show our content enriched with them.
In this link, you can see all the microformats that exist. And if you work with WordPress, you can install the free plugin All In One Schema.org Rich Snippets to configure the microformat that you want to apply in each product; it is in the official repository of WordPress.org ”.
Avoid copy-paste of photos
The novelty and the original when building a catalog are also important to highlight. “A common practice is to import product files directly from the supplier’s database. The ideal, the optimal, would be not to do this, but to create a file for each product with original content and that it is not repeated anywhere else. This is not always possible, since there are cases in which, for example, from one product to another only the color varies. What we must try to do is avoid the action of copy-pasting any text and try to elaborate it in such a way that it is not a tracing: tell the same thing in a different way ”, explains the designer.
Save Google work
Using robots.txt files. This type of file is used to prevent search engines from indexing certain pages, to block access to files and directories, to prevent duplicate content from being indexed, or to indicate the path to the sitemap.xml file, which helps crawlers to read the file. Web. The spiders in charge of crawling our websites are assigned a time value to our site and if we tell them which pages are dispensable to crawl, they will focus on those that we consider most important to our strategy.
We have to think that, by default, on a web, there are many files with irrelevant content (the larger the web, the more content of this type). Furthermore, having a well-configured robots.txt file contributes to the security of our website, ”says Lúa Louro.
Allow users to leave comments on your catalog
“All kinds of interaction with our website help us, in one way or another, to improve our positioning. On the one hand, each new comment is a small content update for Google and although this cannot be considered (for the moment) a relevant SEO factor, we must not underestimate the effect that reviews of products from old clients have on those. undecided buyers: they encourage the purchase and help build trust on our website and our products. Comments, reviews and evaluations influence the purchase decision and, therefore, the CRO ”, says Lúa Louro.
Encourage reviews on Google My Business
If you have a physical point of sale, you should not overlook the power of geolocation. Since Google always tries to offer the best results to its users, when someone searches, for example, for a sports store through their mobile phone, the search engine will offer them the businesses closest to them. Yours may appear without your request, but you should make the most of that presence. “We must make sure to show as much information as possible about our business: exact address, opening hours, description of our SME, careful photographs of our establishment, website, telephone number …
Once all these options have been configured, we must answer each and every one of the reviews that may appear there. In fact, it is the reviews that we must promote among our customers. How? For example, in a hotel, at the time of checkout, we can take the opportunity to remind the client that he can help us by sharing his experience in the networks in which we are present, in addition to Google. Reviews are the most important thing about Google My Business ”, explains Lúa Louro.
Use advanced search on Twitter
“With advanced search we can get to know our entire audience much better. For example, we can monitor who mentions us. Most of us use notifications to find out this information, but you have to think that not everyone mentions your account when they share content from your website or blog and thus we lose the opportunity to interact with professionals who are also sometimes relevant. It’s as simple as putting the url of your website in the advanced search and Twitter offers you a list of the people who have shared something of yours, ”says Miguel Florido.
Learn to be a good storyteller
It is key that you update the information you publish regularly, both to reach a more audience and to have a better SEO positioning.
“Because Google values that a company talks a lot about shoes or talks a lot about furniture because it means that it understands that. The important thing is that, if you have a blog, you have continuity. If you can only do one article a month, then you do one every month, but with continuity ”, comments Antonio Bernal.
Don’t you know what to write about on occasion? Use tools like Storify, which helps create stories by curating (filtering, grouping, and sharing) content. Categorize, classify and frame all kinds of content in stories that you can create. Tweets, links, videos, images, text … Just drag and drop to create the story, then you can organize and share it ”, recommends Isra García, founder of IG and expert in networks.
Post to news aggregators
“Aggregators like Bitácoras and mktfan are very useful to get notoriety. With them, we can reach other influential professionals who seek valuable information there and then share it on their social networks. For example, Juan Carlos Mejía Llano is a professional who has more than 400,000 followers on Twitter and his main source of content that he shares on social networks is the cover of mktfan. He sees it on the cover, reads it, and shares it, ”explains Miguel Florido.
As you can see, it is not about reaching the final reader, but professionals who are going to act as speakers for our content. But getting elected is not easy: “You have to get published on the front page. If not, we get nothing. And whether we are there or not will depend on the votes of the users. In the case of mktfan, we will need 25 positive votes. To get them, you have to become a user of these platforms and create relationships with other professionals who are on them. Generate communication with them and a relationship of trust, so that they vote for you ”.
Recycle your content well
Does Google penalize me if I repeat content? “You can reframe them, give them a spin or approach them in another way, as long as you don’t copy the same text strings,” says Bruno Vázquez-Dodero , director of Aula CM and SEO specialist.
And it is that, if we make a text change that is not substantial for Google, its spiders will go over it and it will not improve our SEO. “You have to change at least 20% to ensure that Google takes the changes into account,” explains Miguel Florido.
Streamline your changes
Google may take several days to review your new content, from when you have given it to update, and sometimes up to a week. “To prevent that from happening, we can use the Share Console tool and request a content review directly from Google. It is a practice that is widely used from the SEO world for Google to review the information it has cached and update the changes. He will do it in a few hours ”, explains Miguel Florido.
We can also have update problems when uploading content on social networks. For example, on Facebook “we try to update content or change an image and after sharing it, the previous version continues to appear. I, investigating, I saw that there is a Facebook tool where you can remove the old URL and enter the new information instantly and ready to share. It is done through this link . What you do like this is ask Facebook to delete the old cache and update it, ”continues Florido.
Create collaborative content
“In the whole topic of positioning, one of the fundamental parts is getting links. And one way to do it is through collaborative content: if you have a blog, ask other bloggers or reference brands to answer a small question, to provide two or three paragraphs that you are going to put together later to create content. in which 20 people or 20 brands have participated. If the content looks good, you will improve both your SEO and your presence in networks because you will have more visits and the participants will share it on their networks ”, explains Bruno Vázquez-Dodero.
Volunteer as a guest blogger
It is an idea similar to the previous one, but in this case, it is about “contacting blogs and digital media that have more audience than yours and offering you to give them very elaborate, highly specialized content that matches their theme. And in the end, perhaps, in return they can link you to your biography or your blog. This way you make yourself known to wider audiences and get a link, which is the most difficult thing to achieve in SEO. The links of sites with influence, and that are thematic similar to yours, Google understands them as recommendations and, therefore, of quality content ”, comments Bruno Vázquez-Dodero.
Generate good links to your website
Quality links are the lifeblood of positioning on the Internet. And you can do a lot because they adapt to your goals. It is about playing with what SEO experts call anchor text, the visible text of a link, which encourages us to click. For example, I am reading a text in which I see “Barcelona Digital Agency, the anchor text would be Barcelona Digital Agency, but in HTML code it would look like this: Barcelona Digital Agency”, Antonio Bernal points out.
The anchor text is essential because they are what helps search engines and other websites that link us to identify our theme. And you must use them yourself so that users who enter your website stay longer browsing it, jumping from one continent to another.
How to create good anchor text? “There are four basic types. One, the one that is equal to the URL that is linked. For example, www.tthegap.com. Another type is that of a name, usually that of the website to which it links or that of the brand or company that owns said website. For example, tthegap. The third type is the one that is equal to the keyword for which you want to position yourself. If we want to position ourselves as a digital agency only in Barcelona, we will put, Agencia Digital Barcelona. Finally, you can use a generic name such as the typical Click here, “explains Antonio Bernal.
It is advisable to use the four types in the links you generate to your website, “but always giving more weight to the anchor text that is equal to the name of your company or brand (use it in 40% of the links). Leave another 25% for what is like your url, another 25% for generic words and the rest, 10%, for the keyword (alternating the exact keyword that you want to position with variations or synonyms of that word) “, Bernal continues, for whom “it is advisable to use short anchor texts, more search engine friendly and aesthetically better”.
Distribute your influence well
SEO experts speak of authority to refer to the prestige and influence of a domain that can be known through different metrics. The one preferred by SEOs is Moz in which we can consult the domain authority (DA) or the page authority (PA).
“Any page on the Internet has an authority. And that authority is transmitted from its domain in levels to each of the pages that we are adding. And it is very interesting to create what we call the link juice or authority juice, the transmission of authority to position pages with more strategic content for our objectives. It is very interesting to see which are our pages or post with more page authority and add links from there to others that we are trying to position. In other words, using the pages that have more authority to position others that are new or that, by strategy, we are interested in positioning better, ”explains Miguel Florido. That qualifies: “And that link juice can be obtained both through internal links from our website and from external links from others.”
Send visits to the pages that link you
“It’s one of my favorite tricks and I know that a lot of people not only don’t apply it, but they also have no idea that it works. Google is increasingly valuing the traffic factor. That is, if a URL or page receives visits, it has many ballots to be considered a quality page. Based on this premise, when a web page links us, we can enhance the power of that link by sending traffic to the URL issuing that link. And we can achieve this in several ways: generating traffic with social networks or with tools like CTRBOX, which I am testing now. An example to illustrate the idea: if I have a marketing blog and a reference in the sector like Enrique Dans links me, a good SEO practice would be to send visits to the URL / post of Enrique Dans which links to my blog, ”explains Dean Romero.
