The digital world has become the true showcase for brands. When a user needs to find a certain product or service, the first thing they will do is search on the Internet.
It is therefore essential not only to be present on the Internet, but also to be well positioned. Having a spectacular website or a blog full of content is of no use if no one knows about it.
Being among the first results of search engines will therefore be one of the decisive elements for the success of a company or, at least, for increasing the possibility of visibility and, consequently, of purchase.
In this sense, SEO is already an essential part of any brand's digital strategy and many resources are dedicated to it. However, there are still many difficulties when it comes to dealing with Google's algorithm.
In order to dispel the doubts of professionals, Daniel Marote , CEO of Hydra.Digital , has spoken bolivia phone number with Luis Villanueva, SEO expert at Webpositer , about the challenges and keys to successfully positioning web pages in an increasingly uncertain algorithm, in the fifth program of "A coffee with Dani Marote".
Throughout his seven-year career, Villanueva acknowledges that the profession has changed enormously but the problems are still present. "One of the problems is that there is a lot of misinformation on the Internet ," he says.
But he points out that what really evolves is not so much SEO itself but Google's algorithm and "the problem with people who start practicing SEO is that they try to break the algorithm, shorten the natural life that a project has to have to gradually position itself and then come the sanctions and restrictions."
When venturing into creating an online business, Villanueva advises first asking yourself: "Do we really need another online shoe store?"
The aim of this is to show that it is necessary to weigh up the advantages and disadvantages of embarking on a project that others have been developing for much longer and where the differentiation lies, if it exists.
With this in mind, "you have to define what the user needs, give them what they are looking for. When a user performs a search, what they want to find is what they asked for."
As an example, Villanueva says: "A person between 30 and 40 years old will search for "hotel in Madrid" but someone between 15 and 25 will search for "hotel in Madrid near the Santiago Bernabéu to watch Real Madrid" and you have to position yourself for both."
That is why he advises forgetting about so much obsession with so-called keywords and focusing more on the user's search intentions.
"Informational searches do not necessarily go to the blog and transactional searches to the online store, but rather an efficient information architecture can be created in which everything is linked," he explains.
But he also points out that it is not always easy to understand the user, in fact, sometimes “not even Google is able to know what they want”. And when searches are too generic, Google shows you various types of results, so the objective “is to try to be in all areas”.
On the other hand, when faced with the dilemma of doing Black Hat , that is, using techniques to "trick" the search engine, Villanueva is against it and gives the reason that "the algorithm evolves and before it was very cheap to cheat and win but now it is much more expensive to cheat than to do things right."