Web positioning has recently become one of the most desired marketing techniques by companies with a presence on the web. Being in the top positions of Google, can exponentially increase the traffic, customers, sales, profits and therefore the success of a company, in addition to increasing its prestige on the network.
Popular wisdom claims that Google takes into account around 200 factors in its algorithm. The ones that have revealed the most factors have barely passed 100. But the really complicated thing is that each factor that the search engines value includes many variables that can make a difference, and except for a few, most are based on rumors and gossip that are always leave doubts and unknowns on how to achieve an effective web positioning. Furthermore, Google's algorithm is updated every 3 months or so, sometimes with insignificant changes, but others with really momentous changes.
To be in the top positions of Google, a good SEO campaign must be carried out, (Search Engine Optimization), which means: “Optimization for search engines”, and for this you have to know in depth what the algorithms take into account from the search engines. Which is much more complicated than one might think reading the first articles on web positioning.
SEO professionals cheat
There are many people who say they know about SEO, but not so much that they know how to apply it really well. And it is that in web positioning there are many hypotheses and few consolidated truths. The funny thing is that many people talk about web positioning on the net, but nobody tells you anything that is really important, but what everyone knows and you can read in 500 more sites.
This people:
- It will reveal the 5 things that everyone already knew (title, links, keywords, use of html, strong tag, headings, avoid penalized techniques…) They will tell you everything in a very generic but very nice way. In their explanations, without saying what is really important. Many will tell you how to do something in one way when they do it in another. Some of the things they will say are very important, they hardly have it. They will always tell you that good content is what More important, and although it is very important, good content is not strictly part of the web positioning.
In short, they will tell you just enough to make sure that you do not know what they really consider very important to position a website. This becomes a loop. Since those who enter this world and see that nobody wants to reveal the secrets or keys of web positioning, they can spend a lot of time studying and testing with websites in search engines to find out very effective techniques, and if this person spent so much time finding it out On his own, why should he tell who his own competition might be, when on the other hand no one wanted to tell him?
As if that were not enough, Google also wants to hide the truth from you and, despite this, many will defend their words firmly. It is not difficult to understand that Google wants the search engine results to be as faithful as possible to the queries made, and SEO professionals do not always position their websites for the most correct term. In other words: Google likes optimization, but in its fair measure, and hates the exhaustive positioning that an SEO consultant can artificially simulate. He wants you to know how to optimize the web with keywords that summarize the content of the web, but he detests that you get links artificially to make him think that other people interested in that web are linking.
Therefore, Google and people like Matt Cutts or John Mueller will tell you:
- What really matters is offering good content. PageRank doesn't matter. The links that really count are the ones that are achieved naturally.…
And when Google says any of these things, if you are smart, you will not trust and see for yourself, because they do not want to help SEO consultants, they want to reduce the number of techniques they use and that search engines do not like.
And they won't just say what they can to make you think what they want you to think. They will do their best to make it appear that artificial techniques have no relevance to their algorithm, when there are many that do.
An example is the case of PageRank. There was a time when 90% of SEO revolved around PageRank, and this led to fraudulent techniques in order to get the highest PR possible. GOOGLE SOLUTION: Reduce their importance, then say that they have reduced their importance much more than they really have, and update the PageRank bar every many months, when the actual PR changes constantly. RESULT: 90% of people who talk about SEO on the web affirm that PageRank is not worth anything. 90% of these people think that the real PR is the one we see in the green bar, when this is a very simple and scarcely updated representation of the real PR.
Apply logic
There is no good manual on SEO. You will find some that will help you establish the pillars of knowledge and have a base to adhere to. But good web positioning "must be learned on the street", based on experience and testing your own results. And when your knowledge does not respond to certain of the unknowns that the execution of a web optimization may pose to you, apply logic. Put yourself in the shoes of Google and think about how a company made up of brilliant professionals will take into account a certain factor or variable so that the result is as faithful as possible to the search and so that an SEO consultant can manipulate the results as little as possible.
There is a very effective method to apply the logic that is to compare the popularity that is given to a web page, with the popularity that is given to a person or entity in reality. You can see it reflected in:
• A suitable title on a store sign tells us what you are selling. A poster with a personal or strange title can lead us past a store with a product that would have interested us. The same happens with a website in which its title does not represent its content.
• A link pointing to a website increases the popularity of that website, just as a person / entity does when mentioning another in any way. Telling an anecdote, pointing out a job, making a recommendation, admiring it…
• The more famous the person / entity that mentions another, the more people they reach, and with more authority and transmits more popularity. The more PR a website that emits the link has, the more popularity it transmits to the targeted website.
• The products at the beginning of a store are the ones we first see and the ones we judge to see if we enter that store. The same happens with websites, the sooner the words appear and the more to the left they are, the more importance they will be given for positioning.
Of course it is a matter of putting imagination and drawing conclusions of your own.
conclusion
In short, taking into account all the factors and variables that exist in web positioning, constant updates, and that Google and the vast majority of people try to hide the most effective tricks, we can affirm that there is great complexity in learning to position well.
Therefore, if you want to get into this world, you can try to learn the basics in manuals and blogs, but for everything else, you must investigate on your own, draw conclusions and discover the keys to web positioning yourself.
