Results of a Successful SEO Strategy

Dportenis, a renowned footwear and sports goods company in Mexico, faced a challenge when their website experienced a decrease in traffic and visibility due to migration. However, thanks to the strategies implemented, which we will explain in this article, the situation was reversed, and notable results were achieved.

In terms of organic performance, a significant improvement was observed compared to the post-migration period. There have been 1.63 million clicks and 62.5 million impressions in 16 months, indicating a considerable increase in organic traffic and visibility.

Additionally, a comprehensive analysis of pre and post-migration metrics was conducted, allowing the identification of specific causes for the traffic decline. It was discovered that some URLs were not redirecting correctly to their new post-migration versions. This issue was effectively addressed through the implementation of self-referencing canonical tags. As a result, the decline in sessions was halted, and positive and sustained growth was initiated.

In August, the results were even more impressive compared to the same month of the previous year. There was a 52.65% increase in new users and a 67.40% increase in sessions. These data demonstrate the positive impact of the implemented strategies and the collaboration between Dportenis and Puntorojo.

The SEO Strategy that Made a Difference

Key Tactics for the Success of Dportenis and Puntorojo

Clear Objective Definition

From the beginning of the collaboration, Dportenis and Puntorojo established clear and measurable objectives. They identified areas of improvement in website performance, such as migration and traffic decline, and aimed to reverse this situation. Setting specific goals allowed them to focus on desired outcomes and create an effective action plan.

The collaboration between both teams was crucial in developing a precise and focused content strategy. They analyzed the new categories and products that Dportenis wanted to promote and created relevant content to meet the business needs. This content strategy boosted Dportenis’ visibility in search engines and attracted a wider and more qualified audience.

Reports reveal that relevant and high-quality content is one of the main drivers of SEO performance. Pages providing valuable and optimized content have a 434% higher chance of ranking high in search engines.

Technical Optimization and Canonical Tag Correction

Aware of the importance of a solid technical structure, technical optimizations were implemented on the website. One crucial aspect was addressing canonical tags to correct incorrect redirects and ensure proper indexing of pages. This measure had a positive impact on Dportenis’ traffic and visibility, allowing for sustained growth over time.

Effective Link Building Strategy

The link building strategy played a key role in Dportenis’ success. Actions were taken to obtain quality backlinks that increased the website’s authority and attracted relevant traffic. This strengthened Dportenis’ reputation and generated more interest in their products and services from the target audience.

Research shows that 53% of marketers consider link building the most challenging but also one of the most effective SEO tactics for increasing site authority and improving search engine rankings.

Conclusion

The success of Dportenis in its alliance with Puntorojo highlights the importance of a comprehensive marketing and SEO strategy. By implementing a focused content strategy, technical optimizations, and an effective link building strategy, outstanding results were achieved.

Industry statistics support the strategic importance of these actions. For example, pages ranking in the first position of search results have a 31.7% click-through rate, emphasizing the need for high search engine rankings. Additionally, 85% of retailers consider organic search to be the most effective tactic for customer acquisition, and 97% of consumers read reviews before making a purchase decision.

In this context, addressing crucial aspects such as canonical tags to correct incorrect redirects and ensure proper page indexing proved to be fundamental. These actions helped avoid duplicate content and improve visibility in search engines.

The focus on SEO is also justified by data such as the fact that 70-80% of search engine users ignore paid ads and focus on organic results. Furthermore, 85% of retailers consider organic search the most effective customer acquisition tactic.

If you’re in the e-commerce industry and want to reach new customers and boost your sales, SEO is a must. Don’t miss the opportunity to tap into SEO’s full potential and grow your online business.

I want to boost my results!

La entrada Powerful SEO Strategies Drive 1.63 Million Clicks and 62.5 Million Impressions in 16 Months at Dportenis aparece primero en SEO Blog Punto Rojo.

According to a study by SEMrush, 73% of online product searches start on Google. Therefore, it is essential for e-commerce businesses to work on improving their visibility in search results.

Good ranking can improve e-commerce sales by 400%. With the right strategy, traffic and sales increase, user experience improves, and customer trust grows. Other studies indicate that 60% of clicks on organic search results go to the top three results on Google.

The Importance of SEO in E-commerce

The use of SEO in e-commerce websites is essential for increasing conversions. While there are many different techniques and strategies that can be employed to improve it, it is important to consider some fundamental practices for optimizing the website for specific keywords, such as:

Keyword Research

Before starting any SEO campaign, it is crucial to conduct thorough keyword research to identify relevant phrases for the website that have a high search volume. This will allow for selecting the right keywords and optimizing the content for them.

Content Optimization

Once the keywords have been identified, it is necessary to optimize the page content to match them. This includes incorporating keywords in the title, description, tags, and body of the text.

Creating Quality Content

To attract and retain website visitors, it is essential to create quality and relevant content. The content should be useful and provide valuable information to users.

Monitoring and Analysis

Finally, it is important to constantly monitor and analyze the website’s performance to identify areas for improvement and adjust the SEO strategy as needed.

Results of Nespresso Chile’s SEO Strategy

The Nespresso team ensures that the collaboration with puntorojo was a great differentiator, as puntorojo understood the company’s needs from the very beginning. “They listened to us and brought us proposals,” says Patricio Ambrogetti, eCommerce Manager at Nespresso Chile. “They also worked with a focus on the brand’s needs, allowing the strategy to adapt to our objectives.”

Increase in Organic Traffic and Website Impressions

The implementation of an effective SEO strategy allowed Nespresso Chile’s website to appear in the top search results on Google. As a result, organic traffic increased by 170%. Additionally, website impressions also increased by 150%, positioning the brand as a leader in the online coffee market in Chile.

Benefits of SEO Strategy in an E-commerce

SEO is one of the most important marketing strategies for improving the visibility of an online store and attracting quality customers. A study found that 53% of e-commerce companies consider SEO as their most effective customer acquisition channel.

By implementing organic optimizations, online businesses can gain numerous benefits, such as:

• Improving search engine rankings
• Establishing authority and trust
• Enhancing user experience
• Generating more traffic and sales

“When we started to see the performance of conversions coming from the organic strategy, we understood that having a balance between paid and organic is truly the best strategy one can have,” affirms Patricio Ambrogetti.

According to research, 93% of online experiences start with a Google search. Furthermore, 70% of clicks go to organic results, while the remaining 30% are paid ads.

A study by Clutch found that 61% of marketers prioritize SEO over PPC.

Conclusion

The collaboration between Nespresso Chile and puntorojo was key to their success. They achieved their established goals and improved the website’s ranking in Google search results. The implementation of an effective SEO strategy allowed the brand to increase organic traffic and position itself as a leader in the online coffee market. As the Nespresso Chile team states, ‘We believe in puntorojo not only as a provider but as a part of the company.’

If you are part of e-commerce and looking for an effective way to reach new customers and retain existing ones, SEO is definitely an option you should consider. Don’t miss the opportunity to explore the full potential of SEO to grow your online business.

I want to boost my results!

La entrada Nespresso Chile increased organic visits by 170% and impressions by 150% with SEO aparece primero en SEO Blog Punto Rojo.

In this article, we will explore the relationship between these two strategies and how combining them can benefit your sales.

What is SEO?

SEO stands for Search Engine Optimization, which refers to the process of optimizing a website to improve its visibility and ranking in search engine results pages (SERPs). These practices make the website more accessible to the target audience.

It is important to mention that to achieve this optimization, techniques must be applied that allow search engines like Google to recognize the website as one of the most relevant in the industry. SEO has great potential to make online stores stand out from the competition.

What is email marketing?

When we talk about email marketing, we refer to one of the most effective digital marketing techniques for a company, as it involves connecting with customers and cultivating long-lasting relationships. By sending emails to a list of previously segmented contacts, the chances of your product or service promotions generating sales increase. It is also a very important tool for retaining existing customers.

It is estimated that by 2024, the number of global email users will be 4480 million. (Statista)

How do Email Marketing and SEO relate?

The relationship between email marketing and SEO is very close. Both strategies have the potential to independently drive business growth, but when combined, they can have an even greater impact. Below are some of the ways in which they complement each other:

Optimize user experience

Sending exclusive content to a segmented group of users allows for direct communication with the target audience. By optimizing content with SEO techniques, such as relevant keywords, the website’s visitors’ experience can be improved

Generate natural backlinks

Email marketing can also help you generate natural backlinks to your website. If you include links to your website in the emails you send to your subscribers, some of them may share them on their own sites, which can increase the authority of your website.

Retain your customers

Retention is essential for the success of any business. Email is a very effective tool for keeping your customers informed about your products or services. It is also used to offer them exclusive discounts or special promotions.

When users feel valued, they are more likely to recommend you to their friends and family, or leave positive reviews, which can increase traffic and improve SEO ranking.

Reviews are seen as an indicator of the quality of a business. In fact, companies with more than 82 reviews on Google My Business are 250% more likely to appear in the top three local search results. They can also provide valuable and relevant content for the website, as customers often include related keywords.

In addition, reviews can be a key factor in a customer’s purchasing decision, as they can help create a positive brand image and increase trust or they can have the opposite effect and dissuade potential customers.

Improve open and click-through rates

If you send personalized and relevant content to your subscribers, they are more likely to open your emails and click on the links you include. Using relevant keywords in the subject and body of the email can increase the relevance of the content and make it more attractive. 

81% of B2B marketers use email to drive customer acquisition (OptinMonster).

Tips for effectively combining SEO and email marketing

Utilize your email list to generate traffic

Including links to your website in your emails can help increase traffic to your website. If you regularly send informative newsletters or promotions to your customers, make sure to include links with a CTA to relevant web pages so recipients can click and visit them. 

Offer valuable content to attract subscribers

To make your emails effective, it’s important to offer content that is relevant and valuable to your subscribers. This will increase the chances of them being opened and read. It can also increase the time visitors spend on your website and the likelihood of them sharing your content.

Ensure your emails are mobile-friendly

More people are using their mobile devices to access their emails, so it’s important to ensure they are mobile-friendly. If your emails are difficult to read on a mobile device, recipients are less likely to click on the links you include.

Use keywords in your emails

By using relevant keywords in your newsletter, the chances that your subscribers will open and read your email increase. Make sure to use them in the subject line and in the body of the message. This way, you can attract more traffic to your website.

Optimize your web pages for keywords

For the combination of SEO and email marketing to be effective, it’s important to optimize your web pages for relevant keywords. This can help improve your website’s search engine rankings and increase the likelihood of visitors converting.

Conclusion

In conclusion, the combination of SEO and email marketing is a very effective strategy for boosting sales and business growth. Statistics show that email marketing is one of the most effective tactics for generating conversions and sales.

By combining email marketing with an SEO strategy, conversion rates can be increased by 50% or more, demonstrating that both strategies can complement each other to improve their effectiveness.

The combination of SEO and email marketing can be a very effective strategy for increasing sales and statistics support this. By utilizing both practices, not only can a positive return on investment be generated, but a business’s conversion rate can also be improved.

I want to boost my results!

La entrada Increase your conversion rate by 50% or more by combining SEO and email marketing aparece primero en SEO Blog Punto Rojo.

Studies have shown that organic search generates 53.3% more web traffic compared to other channels such as paid advertising, email, or referrals (Bright Edge). So, by creating an SEO plan to improve search engine rankings, sales opportunities can be increased.

Considerations when planning the strategy for EVCS

An SEO strategy designed for the automotive sector includes practices that improve visibility in search results relevant to the market. Analyzing aspects related to the industry is very important in order to enhance the strategy, such as the interests and behavior of the target customer.

Every action plan should include:

• Keyword research and investigation into terms of interest for the audience.
• Content optimization to make it relevant to the user.
• Links from automotive industry websites to increase website authority and improve search ranking.
• Improvement of user experience on the company’s website to encourage further browsing and action.
• The goal of the SEO strategy is to increase the quantity and quality of organic traffic to the website. 

The automobile sector in the United States is highly competitive, and the implementation of an effective SEO strategy can make a significant difference for companies in the industry. Even Google has detected that in the mentioned country, the terms “electric cars” and “electric car chargers” in search engines have increased their relevance by 71% and 140%, respectively, in recent years.

To start planning the strategy in detail, the team conducted a website audit. After several conversations held by the teams, they managed to identify the objectives and improvement opportunities.

Finally, the team implemented an action plan based on the needs and preferences of the users, while also considering relevant keywords and search trends in the market. The focus was 100% on achieving that EVCS’s website attracts more organic traffic and thus potential customers.

What were the results?

Thanks to the implemented practices, organic user traffic increased by over 230% in just 5 months. EVCS sessions also increased by 208% in the organic channel alone.

Working together was essential to achieving this success. Constant updates were provided every week, taking into account all deliverables and what still needed to be done.

What was EVCS’s experience with Punto Rojo?

“One of my favorite parts of working with Punto Rojo is the way they communicate with us. It has simply been an awesome experience working on a team like this.” Justin Arita, Digital Growth Manager at EVCS.

Conclusion

In summary, the strong strategy implemented by EVCS in conjunction with Punto Rojo has led to a significant increase in visibility on search engines and attracted new organic customers. With a focus on the user and a deep understanding of market trends and preferences, EVCS has achieved great success. This case demonstrates the importance of working with a team of SEO experts to achieve optimal results.

I want to boost my results!

La entrada EVCS Increased Organic Traffic by Over 230% in Just 5 Months aparece primero en SEO Blog Punto Rojo.

To begin with, it is important to know that the conversion rate of users who arrive at a site through a click on an organic result (SEO) is 14.6%, while those who arrive through an ad or advertisement present a conversion rate 1.7% (Intergrowth, 2021).

This is due to the fact that the organic results are a suggestion that Google makes about the user’s query, while the payments are advertising by the brands, which generates less trust and objectivity in the response quality.

Sounds fantastic right?

Now let’s go to How do we double sales, reducing our investment in Google Ads by 70%?

To begin with, we must know that we have to align both strategies, so that they complement each other and do not compete with each other.

For this we must be able to have defined, and monitor, the keywords that occupy the first three organic results in the Google SERPs and make visible for which of those keywords we are assigning a budget in SEM.

Why do we want to do this?

It is simple, for each click made on a paid ad in Google (SEM), 11.6 clicks are made on organic results (Marketing4eCommerce. 2019), that is, they receive eleven times more visits.

What we will do then is reduce our investment in paid advertising, according to the position that we occupy with that same keyword in SEO. The budget decrease percentage will depend on whether the chances of receiving organic clicks, for that keyword, are higher or lower.

So, for those searches that we are positioning in the #1 result and at the same time making paid guidelines, we will eliminate 100% of the budget that has been assigned. If we already have a presence in the first result naturally, the traffic potential that we can receive is greater, and at the same time, we do not compete against our own brand present with an ad. In addition, according to Advance Web Ranking metrics, the first organic result takes 24% of all clicks from the first page of Google.

For all the keywords in which we have a position in the #2 result, we reduce the investment by 60%. As we mentioned earlier, SEO searches get 11 times more clicks than SEM, so coming in second, we don’t need to allocate an extremely large budget on Google ads. The CTR for a second position is 9.1% of all clicks on the first page of results.

And finally, for those searches that occupy the #3 result, we will make a 30% drop in investment. In this way we will make a balance between the opportunities for clicks that we have due to SEO and those that we will not be able to reach for not occupying the first two positions.

In this position the average percentage of clicks received is 4.92%.

For those keywords that we do not have positioning, we will be able to assign SEM budget, at the same time that we work on SEO actions that allow us to reach the top positions, and when this happens, decrease the investment.

By reducing our budget in those keywords that do not need it, it will allow us to be able to allocate it in others that we are still working on their SEO positioning. This increases the chances of having a presence for a greater number of keywords, and therefore, the chances of generating more sales.

The results will be generated in the first place because we will stop competing with our own site that ranks for a search with both strategies.

La entrada How to double sales by investing 70% less in Google Ads? aparece primero en SEO Blog Punto Rojo.

Currently 70% of clicks on Google response pages come from organic results (SEO), that is, those that do not correspond to paid ads.

Now… We want to increase our sales but with less investment. How is that?

In an SEO campaign we are not making a payment for each keyword that we want to position in the search results, nor for the clicks that we obtain. Although working on our organic positioning may require a monetary investment, everything done will be done on our website, and in case we have to suspend our actions, the benefits obtained will be maintained over time, as well as positive results in traffic and sales.

This is the main point that presents an advantage over a SEM strategy, since in this case if we pause the investment of our ads, our presence in the search engines is completely null and our traffic will be instantly affected.

Perfect, we now understand how it works! but now… What 4 actions will help me double my sales? Let’s go through one by one:

1. Think and maximize our content

   One of the main factors and resources that Google has to understand our website, and position it in the search results, is the content.

   The first thing we must work on then is to carry out keyword research, with the aim of knowing what they are looking for, and how our users search, around our products and services, during all the stages of a purchase process:

   Pre-conversion: the user performs informative searches, looking for information prior to acquiring products or services. Example: best running shoes

   Conversion: when the user already has an intention to purchase products, he turns that need into more specific searches. Example: nike running revolution 5 men’s shoes.

   Post-conversion: after purchasing products, users will continue to search for uses or complementary products. Example: sports shorts for men.

   We must generate valuable content, based on each of those keywords. The content of your website should be your best seller, since it is the resource that the user has to make a purchase decision.

2. Understand the objective of our main landing pages and work on their semantics

   Each of the landings of our site must have an objective keyword for which we seek to position. This keyword, and related secondary keywords, should be used in the main tags such as <title>, <h1>, <alt> and also in content blocks with valuable information for the user and, as we mentioned previously, for Google.

3. Enhance user navigation with an Interlinking strategy

   Another action to take into account is interlinking. And here we ask ourselves… What does that mean?

   Interlinking refers to the links that we include within one of our landings to another internal page with related valuable content.

   For example, when we talk about the opportunities to include links in our blog articles, to products related to our content. In this way, a user who accesses to answer a question or query can start browsing our products and become a customer.

   This factor not only helps the user’s navigation, but also that of the Google bot that will advance through all the pages of our website, through the links that we include.

4. Improve the experience of our users by optimizing our performance

   And to understand our fourth action, we must know that there are different navigation factors that influence the conversion opportunities of users who enter our site.

   One of these is the loading speed. According to data shared by Google, when a user enters a website and it takes more than 3-5 seconds to load, it is most likely that they end up leaving it without having performed an action, this is what we call ” bounce rate”.

   And why is the time our site loads so important? Because no matter how much we generate all the valuable content possible, our efforts will not give the maximum results if the user does not access the page later.

In conclusion, the opportunities to increase the traffic and sales of a website through an SEO strategy are significantly broad, and to enhance them the main thing is to know our users to be present where they are looking for us.

Now all that remains is… Put these actions into practice and begin to see our sales grow!

La entrada 4 actions to double your online sales by reducing your investment aparece primero en SEO Blog Punto Rojo.

As time goes by, the academic level of SEO is growing and there are already interesting courses. But I still believe more in the self-taught foundation to better fix the knowledge. For this reason, and mainly for a question of cost, I suggest listening to recognized professionals, rather than paying for courses.

A good tool to listen to recognized professionals is Twitter. From there you can get valuable information, tested and validated, in most cases.

For this reason, I decided to select the 50 Twitter accounts that I suggest you follow if you are interested in SEO:

Cyrus Shepard @CyrusShepard

Kevin Raposo @Kevin_Raposo 

Brian Dean @Backlinko 

Danny Sullivan @dannysullivan 

Jaime Novoa @jaimenovoa

Jesús Martinez @jesusmargon

Chris Dyson @ChrisLDyson 

Matt Cutts @mattcutts 

Bloomberg Gadfly @Bfly

Danny Groner @DannyGroner

Jordiob @jordiobdotcom

Ross Hudgens @RossHudgens 

Stacey Cavanagh @staceycav 

Dr. Pete Meyers @dr_pete

Simo Ahava @SimoAhava

Geoff Kenyon @geoffkenyon 

Phil Nottingham @philnottingham 

Eric Enge @stonetemple 

Annie Cushing @AnnieCushing 

Tad Chef @onreact_com 

Jaime Novoa @jaimenovoa

Jesús Martinez @jesusmargon

Danny Ashton @dannyashton 

Avinash Kaushik @avinash

Wil Reynolds @wilreynolds 

Kate Morris @katemorris 

Sean McGinnis @seanmcginnis 

Hannah Smith @hannah_bo_banna 

Ian Lurie @portentint 

Lyndon Antcliff @lyndoman 

Jordiob @jordiobdotcom

Ryan Hoover @rrhoover

Will Critchlow @willcritchlow 

Barry Schwartz @rustybrick 

Larry Kim @larrykim 

Kane Jamison @KaneJamison 

Bill Slawski @bill_slawski

Aleyda Solís @aleyda

James Agate @jamesagate 

Roger Montti @martinibuster 

Rand Fishkin @randfish

Jason Acidre @jasonacidre 

Emilio García @CampamentoWeb

Michael King @iPullRank

Paul Shapiro @fighto 

Adam Connell @adamjayc 

Jon Cooper @pointblankseo 

Fernando Maciá @fernandomacia

Natzir Turrado @natzir9 

Mjcachón @mjcachon

I also suggest you subscribe to Seopatía, Esteve Castells’ newsletter. Not only because it is so updated, but also because of its didactic and easy-to-interpret methodology for all SEO levels.

https://www.getrevue.co/profile/estevecastells

Finally, and doing a bit of self-publicity, I recommend attending SEOday. An international SEO conference where the industry’s main referents expose their SEO strategies and future trends.

https://puntorojo.com/seoday

I hope this information will be helpful for your SEO knowledge to grow. But the most important thing is that we all keep contributing to the list so we can help each other, that’s why I ask you to please comment with more Twitter accounts to follow, more newsletters, more courses, events, and other tools :-D

Why are we sharing this information? 1 week ago we got an offer from an ”SEO specialist”, who offered to write a post on our blog with ”introductory information about SEO”. After reading it, we realized that many people are at risk of consuming the wrong information, and it is one of the causes of the delay in the growth of the SEO industry.

I copy below the text so you can identify when you are consuming valuable information, such as that of the professionals mentioned above, and when you are not…

SEO for beginners

SEO is an extremely important word that is part of the vocabulary used daily by all those who work daily in the field of digital marketing.

Its acronym means Search Engine Optimization.

But why is Search Engine Optimization important? How does SEO work? Is SEO necessary? What happens if my website does not have SEO?

These are some of the questions that many people ask about SEO, so we have decided to dedicate this post to answering these and other questions in the simplest way possible.

At the end of this post, you will no longer be the uninterested party in the conversation, and you will start a new goal in your website (in case you don’t handle the term): “Providing SEO”.

If you already know the topic, we invite you to read it, you will surely find some interesting clues, or maybe it will simply help you to refresh the topic.

Something we have learned is that information is never enough, it should not be discriminated or underestimated.

Why is SEO important?

If I, as a user, customer, or buyer, am interested in a particular item, I will go in search of it.

Let’s imagine that I want to buy some shoes, but I have no idea how to use the Internet; the first thing I do is to go to a shopping mall because I know that there are shoe stores there, when I get to the site, I start to locate the shoe stores to evaluate the models and prices, and thus make the selection of the one I like the most.

I probably won’t visit all the shoe stores, maybe I won’t have enough time, or maybe I’ll get tired.

So if there are stores that would improve the offer and the models I probably won’t know about it.

The same thing happens with online shopping or searching, but with convenience, security and variety.

If a person enters the online platform with an objective in mind, it is like who goes to the mall, the Internet is your mall.  Look closely, the SEARCH is a guide, it takes you directly to where you want to go.

Continuing with the example of shoes, if a person enters online, women’s shoes, immediately the search engine will sort the websites, classify them, and display them by groups of pages.

As a buyer, I will start to evaluate the models and prices, and most likely I will do it in the first pages. Can you imagine that the search engine will show me 400 sites? I don’t think I would visit that many websites, it would become a stressful shopping experience.

What would happen if your website is ranked 400? or 300? or 100? or 50?

It will be like the stores in the Mall that for X reason I will not visit, no matter if you have better offers, if your models are unique, if there is no website with more security than yours, if the design is impeccable, IF THE SEARCH ENGINE DOES NOT GIVE YOU A GOOD POSITIONING THE CUSTOMERS OR USERS DO NOT SEE YOU.

And if they don’t see you, they don’t visit you, and if they don’t visit you, you don’t sell.

SEO helps you to position yourself, it helps you to be among the first, SEO is a key factor of websites, that’s why it is so important!

Statistics show that the behavior of a person interested in a product, service, or information, is to locate the target in the first pages, it is not very common to visit all the pages shown by search engines.

Do you understand now why SEO is important for your website?

I WANT A LOT OF SEO ON MY WEBSITE

Now that you know what SEO is, you’re probably thinking of calling your website administrator or developer and asking him to put a lot of SEO on your page, and that you want to appear among the first ones.

That’s great! If you’re doing that, you’ve understood what SEO is.

But I must give you a dose of reality:

“SEO is an organic work that takes a long time to obtain, so much that the first results you’ll see will be in 6 months, and with a good digital marketing campaign.”

Yes, I’m sure it fell like a bucket of cold water, but that’s the truth, SEO does not work like a button that is programmed, SEO must be worked, it must be planned, and it must be executed under a digital marketing campaign model preferably, and for best results, you should do it guided by people with experience in the area.

HOW DOES SEO WORK AND HOW DO I WORK MY WEBSITE TO HAVE SEO?

To know how SEO works, it is a primary requirement to know what elements or factors are involved in SEO?

1. Search engines are websites developed to locate on the web everything that users want to find on the Internet. The main search engines are the following:

• Google.
• Yahoo.
• Bing.
• Dogpile.
• DuckDuckgo.
• Ecosia.
• Exalead.
• Gibiru.
• Among others.

And although there are many more, who dominate the search market, Google, with all the applications it has created for PC, mobile, and Tablet, has become our necessary search participation.

1. The algorithm is a kind of programming code used by search engines to rank web pages. We are not going to dig too much into its structure, it is enough to know that we must make our publications to be well qualified by the algorithm. Google constantly updates the algorithm, so it is good to keep updated so that your SEO is optimized.
2. The design of your website, its design structure, and the speed of the site are very important for the Google algorithm to position you among the first. Avoid very heavy images, in this sense, less is more, it comes very well to what you want to achieve.
3. Publications: what you publish on the Internet, is the key to your entire site, it is your branding, it is the anchor to attract or repel your visitors. Publications are the day-to-day, previously people did not pay much attention to them and published according to their criteria and ideas.

With all the advancements in the online market, websites have adapted their publications to a persuasive market trend, with articles of real interest to users.

And users have become much more demanding; so, if you want to get your users’ attention, you must give them useful material to read.

Keys to SEO in publications

If your publications are optimized for SEO, then you have a good chance that Google will find you and give you a good positioning.

We remind you that you must be very patient with this positioning of your website because the competition is quite tough, you are not the only one in your area, nor the only one who wants to get good positioning.

However, some important keys can help you in positioning, in what is popularly called giving SEO to the publications.

1. Keywords: Keywords play an important role, but you have to be careful when writing and we will explain why:

In the beginning, there were several keywords that you had to fulfill, but people abused this, writing texts like to eat tastily, you must first say what is to eat tastily and what is not, we will show you what is to eat tasty because eating tasty is the best of all life.

The texts became sentences and even tongue twisters, so Google changed the algorithm. On the contrary,

• Try to have the keyword in the first paragraph in the first 20 words and if you can, start the text.
• Distribute the keyword in the paragraphs evenly.
• If you repeat keywords too much, you may be penalized.
• Use synonyms of your keywords.

1. Keyword selection: to select which keywords to use you can use the search engines and see the trends, when you enter a word Google gives you search references.

There are also Google pages and tools that help you to see search statistics such as Google Adwords Keyword Planners.

1. Use several keywords: You can optimize your article for several keywords, this way you have more chances to compete.
2. Title: Select a title that is attractive and place the keyword in it.
3. Many words: Many social networks have adopted the modality of few words and many images, so many users have become accustomed to punctual and not very long texts.

But as extremes are bad, do not write texts of less than 300 words, do not write very long paragraphs, and try to be persuasive.

1. Use of bullets: texts, where you use enumerations and bullets, are also prioritized by Google’s algorithm.
2. Use titles and subtitles: and include keywords in them.
3. Use of bold keyword highlighting: this practice is good but should not be abused, highlighting a couple of times some words is fine.
4. Content: this is the main thing, pay a lot of attention, Google gives priority to original content, your own, so do not try to copy anyone.

Original texts for SEO

The best thing you can do to work on the positioning of your page is to be original, and this is very serious, the horses when they compete only look ahead, you should do the same.

This is the only thing we invite you to imitate, if you have an idea of how to run your business, blog, or store, do not imitate, do not look at your competition and do the same, be original.

The best you can do is write what you know and think, distribute your words in a balanced way, and use many synonyms.

This way Google will take you into account.

In addition, bad practices are penalized, what many used to do is no longer valid, that of writing the same thing with other words, Google’s algorithm detects it now.

Recommendations

First of all, we recommend you to be patient, SEO takes time to give results but it gives them.

One of the secrets of SEO is in the research, determine who your audience is, what they would like to read, what would be useful, and give new information and your followers will remain loyal.  The research will make keyword selection easy.

Position your website and expand your ideas.

La entrada Where to learn SEO? aparece primero en SEO Blog Punto Rojo.

To do this, the most important thing is that you are already getting impressions in the SERPs and, of course, some traffic on those URLs to be optimized. However, regardless of the position you are occupying in the search results, if you manage to attract the user’s attention, the CTR percentage will probably increase and with it the visits. 

I don’t mean by this that if you improve your CTR you will also improve your ranking. In fact, John Mueller (Webmaster Trends Analyst at Google) assures that it is not a determining factor for positioning in the SERP rankings, since these are always in motion: 

What we do know is that if you improve your CTR % it is very likely that your traffic will also grow.

In fact, on one of my sites, I started implementing these 5 tips in the first week of March. 

It is a website that: 

• Is 2 years old. 
• Has not been worked from the external links profile. 
• It has no brand searches. 
• It has only been worked onsite with interlinking and content optimization. 

The results? From the last week of March I started to notice the growth and, today, comparing the last 3 months vs. the previous period there is a growth of 5.8%:

What is CTR and why is it so important in SEO? 

The CTR (Click Through Rate) is a metric that determines the percentage of clicks you receive in search results. 

To calculate it, the number of clicks you receive is divided by the number of impressions and the result is multiplied by 100. 

For example, if you receive 60 clicks on a URL that had 1500 impressions, the calculation would be as follows: 

60 / 1500= 0.04 x 100 = 4%

Although you could do it manually, it is quite easy to obtain this calculation thanks to the Google Search Console tool. 

Entering the “Performance” tab you will see that on the right side, at the top, you will have the following data: 

• Impressions
• Clicks
• CTR
• Average position. 

By default the clicks and impressions will be activated, so you will only have to click on “CTR” to see your history. 

But why is it so important in SEO? Users have several options to choose which website to enter when they search on Google or other search engines. You don’t need to be in the first place to get their attention: if you manage to match their search intent and catch their attention, the user will be yours. 

5 tips to improve the %CTR of your website in the SERPs 

1. Identify opportunities to improve %CTR using Search Console

You can detect opportunities using Google Search Console as your main tool.

To do this, activate Impressions, Clicks, and CTR in the top panel. 

Then, follow the next steps: 

• Go to the “Pages” tab in the bottom section.
• Filter the URLs with the highest number of impressions. 
• See which URL’s have a %CTR below your average. In my case, below 11%.
• Export this data and keep only the URLs with a low %CTR. 
• Examine how these URLs appear in the search results for the queries in which they are positioned. 

Having all this you will have already detected the URLs with more possibility of improvement.

All the CTRs highlighted in yellow have a good amount of impressions, but few clicks. This is where we can implement other recommendations such as the ones I will mention below. 

2. Implements structured data (Schema.org)

Structured data, also called Rich Snippets, is a standard format in which we indicate to the search engine, in a more “digested” way, all the necessary information that we show on our pages. 

Depending on the type of content we show, and depending on the web format we have (News, Ecommerce, Recipes, informative Blogs…) there are different types of structured data to implement. 

Thanks to this there are more possibilities to position in “The zero result”. 

When searching for a recipe, before reaching the classic organic results, we come across a module in the “0” result. Not only the image is displayed, but also the overall user rating for a recipe. 

The same happens if we search for very specific products. In the search results we will see that for some queries it shows us: 

• Price
• Stock (available or out of stock). 
• Reviews.
• Number of reviews

Appearing in these modules is possible thanks to the structured data. Here are some resources according to the type of content/services/products you have on your website:

• News: https://schema.org/NewsArticle
• Products (eCommerce): https://schema.org/Product
• Recipes: https://schema.org/Recipe
• Frequently Asked Questions (FAQs): https://schema.org/FAQPage
• Blog articles (informative): https://schema.org/BlogPosting
• Lists: https://schema.org/ItemList

 If you want to implement them manually I recommend using TechnicalSEO’s JSON-LD generator.

To understand how to automate the generation of this structured data click here.  

3. Inform about the advantages and benefits you offer to users

While this is a recommendation that usually goes very well in the world of eCommerce if you apply it creatively on websites with other types of content it can go quite well. 

A technique that is often seen in some online stores is to include the discount percentage, payment methods/facilities, and some words like “offers” or “promotions”. 

Let’s see the following example:

The URL in the first place of the ranking uses words like “Cheaper” in the title, or “Discounts”. The use of this language is aligned to the intention of the user, who already from the search is using the term “offer flights”.

Now, we have already tested with a 100% transactional keyword. But what about other more informative keywords? A good example to show this is the term “dollar blue” in Argentina. Although it is a stable search at trend level, being a value that varies from day to day, some media use methods such as: 

• Include the date in the title and meta description. 
• Mentioning the updated value. 
• Use words like “today” or “updated”. 

It is up to you to use your creativity to implement these changes in your titles and meta description to improve the %CTR on your site. 

4. Emojis and symbols in your Title and Meta description?

A method that has been applied in different sectors is the use of symbols and emojis to attract clicks from users. 

From my point of view, this method does not apply to any type of business. Therefore, before implementing it, think if it fits your brand language and target audience. 

To do this, you can segment and look at your audience’s age, gender and interests. Based on this, and the product/service you offer, decide whether it is worth implementing it or not. 

In case your answer is a resounding “yes”, let’s see what some SERPs look like with emojis and symbols:

Some of the webs that I usually use to obtain these emojis and symbols are: 

• https://es.piliapp.com/symbol/
• https://emojipedia.org/ 

5. Improve your site’s URL architecture

This tip is applicable not only to improve CTR but also so that search engines can semantically interpret your content. 

A clean URL that corresponds to your internal architecture gives better signals to the user that what they will find in the content is really what they are looking for. 

To do this: 

• Avoid using numbers and special characters in your URL. 
• Segment with “/” each section of the web according to depth. Example: /sneakers/nike/women/. 
• Avoid dates in your URL. 

Final Recommendations 

Monitoring before and after the implementations will be essential to see the progress you can have. Therefore, I recommend you to export month by month the CTR % of the URLs to which you have applied the changes and, from there, compare them to see their evolution.

If you have any doubt or want to add any advice, leave it here below in the comments.

La entrada 5 tips to improve your website’s CTR in SERPs aparece primero en SEO Blog Punto Rojo.

What is link building?

Before we begin, it is important to understand what this strategy is all about. Link Building is an important marketing practice and one of the main pillars of SEO, which aims to increase the authority of your site through the generation of links to it.

Considering this and that in Latin America there are more and more blogs and influencers that set trends and constantly talk about brands on their websites, we must know the details to take into account to choose the right person to talk about our product or service.

We must not forget that the objective of link building is not to provide us with referred traffic. Thanks to quality sites linking to us, we can achieve greater authority in the eyes of Google.

For this we must take into account the following points:

1- Knowing our keywords

Keywords are the words that people use to search in Google. The search for keywords should be the basis to start our content strategy since, in order to generate the content, we must know the words that users use to reach our website.

2- Study the competition

On the other hand, once we have determined what our keywords are, we need to know what our direct competitors’ keywords are. We need to know what they are working on, what keywords are working for them, and what we can contribute that they are not offering.

3- Make partnerships with websites that suit your business

Bloggers or influencers will be the main link to achieve our goal. But before contacting them, we must know what we want to position to fit perfectly with the theme of the site. In this way, we will be working towards the naturalness of the link, since we must not forget that link building is a tactic that can be penalized if we do not do it in the right way.

Therefore, when we contact the influencer in question, we must emphasize that the post must be as natural as possible, giving the impression that we have not contacted him, and that it seems that he recommends us without prior agreement.

What should the generated content look like?

The keys to useful and attractive content for Google (and users) are two: quality and original content.

Mainly, the content must be of quality for a very basic reason. There are thousands of content on the Internet on the same subject, so Google will show before those that have a higher quality than the rest, with the objective that the user who searches receives the answer to his query.

But, what is quality? Quality content is well-written content, without spelling mistakes, structured by paragraphs related to each other, with coherent sentences, optimized with internal and external links, H2 subtitles, and keywords in bold, as the most important aspects.

As for originality, what happens is that there are many quality contents on the same topic. Then, as a differentiating point from the rest, it is important that the content is original and provides something new that the rest does not provide, so that, along with quality, its originality is highlighted by search engines.

These two variables will make that after publishing original and quality content, it will be positioned in search engines and will be shown as an outstanding result.

How do we choose the ideal influencer or blogger for our link-building strategy?

We have already discussed the quality parameters in terms of the content to be generated by the blog in question, but now we need to talk about the quality of the website. The more authority the linking site has, the better our strategy will work. For this reason, we need to use programs like MOZ or Majestic SEO to measure the quality of a website and check whether or not it is worth collaborating with them.

MOZ metrics

The Domain Authority (DA) is a value that determines the authority of a web page or an entire domain. When we talk about authority, we refer to the weight that a site has in the field of organic ranking. Its values range from 0-100 and represent the authority of a complete website. Moz calculates this metric in combination with the other link metrics like MozRank, MozTrust, the total number of links, etc.

Majestic metrics

Majestic SEO offers several metrics, the best known of which are Citation Flow and Trust Flow.

Citation Flow is a metric designed to inform us how “influential” a site is over another, according to the number of backlinks linking them. That is, if different domains link to each other, their CF will increase. It is not the quality of the links that matter, but rather the quantity.

And what’s the difference with Trust Flow?

A site can have a lot of links, but only some of them will be quality and “trusted”.

By quality links we mean if they come from a related topic, with original content and, above all, real traffic. The Trust Flow gives us the parameter of quality of the incoming backlinks to a domain because they count the number of clicks that a user must make from a trusted site to reach ours. Generally, it is of lower value than the CF, since you can have many links but not all of them will be of good performance. Even if we make sure we have very few high authority links, there will always be low authority links randomly created in blogs, forums, etc.

Here is a selection of fashion, beauty & travel bloggers for you to consider in your next link-building strategy:

Fashion Diaries

Pamela Stupia, is a journalist, blogger, YouTuber, and author of two sagas of juvenile books. She has been working for more than 10 years in technology digital media and a few years ago she started writing about other topics and that’s how the blog was born. Her main topics are fashion and beauty for young people.

In her blog, you can promote keywords related to fashion and makeup, related to How to searches, such as: how to combine [garment], how to do my makeup for [conference], etc.

Get glam

Verónica Frágola, better known as Fruticienta. She has a degree in advertising and worked for some years in the marketing area of a cosmetics company, which allowed her to obtain the necessary knowledge about components, ways of use, skincare, and so on. Today she shares this learning and mainly the experience of using products through her blog.

In her blog, you can boost keywords related to informative searches of beauty products, such as: which is the best [product], how to use [product], etc.

Argentina and the World

Federico and Sol, an Argentinean couple who share their experiences traveling around the world. There you can find posts for each of the places they have visited, telling about their experiences.

In their blog, you can boost keywords related to informative searches concerning tour packages, airlines, lodging, etc. such as: what to do in [place], the best hotel in [place], cruises to [place], etc.

I already have the links generated, now what?

As we have seen, link building for SEO takes an important effort on our side, so once we have generated the links on the websites we must check them to make sure that the work has not been done in vain. Here are some of the most common problems that can ruin your strategy.

1- The generated link is nofollow

Links are intended to be used by both humans and robots. The details behind how they do this are different, which makes it possible to control where search engines can and cannot go. All we need to do is verify that our link does not contain the rel = “nofollow” attribute as this would be telling search engines not to follow this link.

2- Too many new links overnight

If you get a lot of new backlinks in a short period, Google will suspect foul play. They know that you can get thousands of links by paying or using link spamming software.

We must keep in mind that the “short period” is key in these cases. If it took us a long time or if we constantly keep getting new links day after day, it won’t look suspicious. Some of the larger sites like Wikipedia gain thousands of links daily and don’t have to worry about their rankings.

3- Anchor texts are poorly optimized

When creating a link, it is recommended to be specific with the anchor keyword or anchor text (that is why it is very important to do keyword research to know which one is the right one). In these cases, the ideal is to specify to the blogger in question what will be our main keyword to use.

Conclusion

Influencer marketing is a rapidly growing business strategy. Both companies and bloggers or influencers work to benefit from these relationships, so the trend will not change in the future.

It is important to remember that before our main marketing strategies, influencers are in a position to help and not only from social networks. If we want to expand the reach of the brand, find new customers, and improve our SEO at the same time, we recommend implementing this strategy, and if you need help, you can always contact puntorojo.

La entrada Link Building: How to capitalize on collaborations with bloggers to improve your site’s ranking on Google? aparece primero en SEO Blog Punto Rojo.

There are many SEO courses and training out there and if you are starting your SEO career, you probably have more doubts than certainties about how to do it. During my 4 years leading the HR area for an SEO agency, interviewing SEO managers, and helping many of my colleagues to grow professionally, I have detected some learning patterns.

Here are 4 tips to jumpstart your SEO career.

1) Your attitude is what will define you.

Something that caught my attention is that all the SEO Managers I know belong to different areas of study. Some of them are Programmers, Social Communicators, Lawyers (yes, really), Web Developers, Graphic Designers, Publicists, Psychologists, etc.

Each one approached the world of SEO for different reasons, but among them, the most popular is that they had a website or a project and wanted to generate profits with it.

They began to see that a source of income came from the organic channel, and so they started to get into it, analyzing and testing how it worked to rank sites in Google. Others, on the contrary, came to SEO by chance, but the experimental attitude and the commitment to the results ended up bringing them to this profession.

So the first point that will define that you can do SEO, is to maintain a proactive, experimental, and committed to results attitude. I assure you that every successful SEO professional has this.

2) SEO Training

There are many SEO courses and training that can be good for this profession. But there is also much complementary (and essential) knowledge that can serve as an introductory to topics that you will see as SEO & in a job interview environment can be a great differential.

Here I share some resources, tools & conferences to start your SEO career.

HTML courses:

It is essential to know how HTML, the most basic language of modern programming, works. The good news is that there are many good, accessible and comprehensive courses about it. One example is Code Academy, whereas you take the course, you will do online exercises and accentuate your knowledge.

This knowledge is essential for everything related to Technical SEO or SEO On-Site. While you don’t need to know how to program to optimize a site for SEO, you do need to understand how a website works to make recommendations and implementations according to its architecture & structure.

Google Ads:

The basis of any SEO project is the identification & correct use of keywords. A keyword is a word that users use to search.

Although the Google Ads platform is designed for paid campaigns, it is one of the best tools to select keywords for an SEO strategy. To learn how to use it, Google offers excellent free courses.

In the future, this tool will also give you guidelines to better work the combination of SEO & SEM and make decisions that favor the ROI of the project.

Google Analytics:

An SEO who cannot measure his work is not an SEO.

Google Analytics is the tool that every SEO should use. Knowing how to use the tool & being able to interpret its data will give you the ability to analyze and measure the impact that your work as an SEO is generating.

Just like the Google Ads Keyword Planner tool, there is an analytics course that Google provides for those who want to learn and professionalize its use. While it’s not as simple as the previous one I mentioned, everything you need to know is available on their site for free. You just need to dedicate a little time to it.

It is also important to participate in SEO conferences, either in person or virtually. This will allow you to keep up to date with what others are sharing and what is being talked about in the industry. In addition, it is also valuable to participate in digital conferences (not only SEO), because these conferences provide broader knowledge and often from this knowledge derive more enriching strategies.

SEOday:

This conference is aimed not only at SEOs but at all those who are part of the digital environment around the world.

At SEOday you will be able to listen to talks given by international leading SEO companies such as The New York Times & Google, while international speakers will be presenting their expertise from other markets.

eCommerce day:

The eCommerce Day or eDay is the most important e-commerce conference in Argentina and belongs to a series of conferences at the LATAM level.

Participating in this type of conference not only enriches your knowledge about other dynamics, digital strategies, or platforms but also allows you to interact with leading digital professionals.

3) Constant critical reading

In SEO there are no absolute truths. Many times Google announces a change as important and then it is not reflected in results in an effective way. For that reason, SEO managers read blogs of references, and experimental cases and analyze SEO success stories to be able to formulate a critical view on it.

Because they read a lot of things and not all of them are true or at least they allow themselves to be suspicious until they prove that they are real.

For this reason, I recommend you some blogs that you can not stop following:

MOZ SEO guide:

To start your SEO career, MOZ’s beginner’s guide will be a great help. MOZ is a leader in SEO metrics, tools & services. Their guide gives you access to small free classes divided into modules and you don’t need previous knowledge.

In addition, I recommend these three blogs as sources of knowledge and innovation:

• Search Engine Land
• Search Engine Journal
• ahrefs

Of course, developing a critical vision requires experience, and this brings us to the last but not least point: practice.

4) Practice, practice, and more practice…

No matter what your field of study is, nothing can be learned from theory alone, and SEO is no exception to this rule.

Practice is a big part of learning and is what will give you experience in the field.

Therefore, the best way to put into practice what you have learned is to have your site or project where you can test what you are learning. Even if it is something small or micro-niche, having been able to apply some of your knowledge will make your start in the SEO industry faster, more successful & fun.  

I hope these 4 tips will help you start a successful SEO career!

La entrada SEO: 4 recommendations to train yourself in organic rankings aparece primero en SEO Blog Punto Rojo.