Search Engine Optimization (SEO)

Search engine positioning is very important for companies on the Internet, because a lot of users who search the Web only access sites located in the first positions of search engines, so that a page has visits and can Getting profitable is a priority to know what are the SEO techniques that will allow you to occupy the first position in the search engine.

Search engines show more relevant results according to the search of the user and for it internally, The searchers store all the information and also give a qualification, to put it in some way. This will be the value of your company’s site for Google and it depends on whether or not it appears in the first places. So, to begin it is important to know some basic points of search engine positioning.

Web Content and SEO

Web content is a fundamental factor in SEO positioning because from the information offered by the site is that the search engines begin to classify the theme of it. Search engines do not interpret images, videos, flash objects and so on, so however conspicuous the design of the site, if there is no content the search engines will not take it into account. When the user makes the search for a term by Internet, the searcher classifies the words and shows those sites that relate to the search term, and this relationship is done precisely from the content.

Criteria for the optimization of the content

Knowing the importance of the content in SEO positioning is important to know what are the criteria to optimize and thus obtain better results from the search engines. Here are some of the most basic:

Identifying keywords: The first thing to do before you start writing the site’s content is to identify the keywords you want to position. It is important to focus on at least three key phrases and create content for these, as this will diversify the information and expand the possibilities of reaching the public through more media.

Using keywords: once identified it is necessary to use the key phrases naturally in the text avoiding to exceed as this may be rather negative for the site. A general rule is that these keywords are distributed throughout the article at the beginning, middle and end.

Using metatags: Meta tags are an important element within a Web page for search engines. It is important to place original titles that make a difference with respect to competition.

Text quantity: For Google It is very important that the content that is the Web page is of quality and for that it is necessary to offer to the users at least articles of more than 800 words, with that will be enough to appear among the first places of Google in a sector of A lot of competition.

Original content: One of the penalties of Google has to do with duplicate content, so it is very important that the information offered on the website is quality and original, ie not copied from other sites as this could affect negative Love the Web positioning. For Google the user is a priority and to improve the experience of it is necessary to offer you relevant and unique content.

META tags

Meta tags, also known as meta tags by their denomination in English, are HTML tags that are located at the top or header of the HTML document, are not visible to the user but allow to provide information to search engines. Among the meta tags there are a number of variants but for the purposes of web positioning the most relevant are the goal title and the meta description.

The Title tag

The title label as its name implies, functions as the website title and for positioning purposes must be formed by the key phrases on the page. It is important that this label does not pass of the 65 characters, because Google will only show those first and anything beyond can not be visible to users so not be useful.

The description tag

The description tag works to describe the website and should also be shaped by the key phrases on the page to better position. In the case of this label is essential that does not exceed the 145 characters because as with the title tag, Google will not show any further, therefore, the rest is invisible to the person who accesses the site. It is important that the description of the site is original and that it is distinguished from those of the competition because it will work as an advertising within the search results and as such should be as attractive as possible.

Structure of the site

Part of the most important factors in SEO positioning is that of the architecture or structure of the site, because for the search engines it is very important that a Web page is well organized and that it is accessible and useful for the users. This is one of the most important criteria for Google at this time, the user experience on the Web page, which is determined largely by the Web architecture because if the site is not useful or the information is not well organized , the user will not feel satisfied.


The starting point for optimizing the structure of a Web site should be the URL. The format used in the permanent links, that is, the URLs of each page of the website, should help users and search engines understand what each page is about. It is therefore necessary to consider some of these basic principles:

  1. It must contain the key phrase that you want to position in the search engines.
  2. It should not contain foreign characters or numeric symbols. The use of hyphens (-) to separate the keywords is very well seen by the search engines.
  3. The URLs should be as descriptive as possible but at the same time short.
  4. You should avoid using extension files such as. exe or. bin and instead use. html,. php or. asp, which bring more confidence to the search engines.


This is the second point in the structure of a website, the title tags or title tags will define the title of a page, and it is very important because all HTML/XHTML documents require this function. Some aspects to consider are:

  1. They must contain the key phrases that you want to position.
  2. They must contain less than 65 characters as this is the most Google shows in the results pages.
  3. They should be as descriptive as possible, having an attractive key phrase is important to raise popularity in search engines.


The following are the description tags that is a text that will serve as advertising of the Web site as well as for the search engines as for the users that access it. It is therefore important that this be as striking as possible. Some criteria that should be considered when making a description of a site are:

  1. They should not be more than 160 characters as this is the maximum that will be displayed on the Search engine results page.
  2. It is ideal that every page on the website contains a unique meta description. Although for sites with a lot of content Google suggests that at least summarize for the most relevant and popular pages of the website.

Key words

The key words are a fundamental aspect in the structure of a site and therefore it is very important to choose the appropriate ones following some basic aspects:

  1. They must describe the content of the website.
  2. The use of keywords should not be abused.
  3. It is necessary to choose the appropriate place to place the keywords, that is, the title, the description of the site, in the tags H1, H2 and H3, etc.

Content Hierarchy

The hierarchy of content is done through the tags H1, H2 and H3 and it is essential to communicate to the search engines and to the users of what the Web site treats. The search engines can recognize which of the titles is the most important of all and in this way categorize the contents of the page.

H1 Tag: This label must contain the key phrase you want to position, it must be related to the title of the page and must be relevant to the content that is published.

H2 tag: This is the label used for subtitles and must contain key phrases similar to the caption.

H3 Label: This corresponds to the subtitles for the H2 tags, in this way the content is categorized.


The use of images and colors are an important factor for SEO because they are elements that call the attention of the user who accesses the website. These must be included in the home page and preferably on the most important pages, because if you place only text, it can be annoying for the user. These images can go under the H1 tag before the text.

An important aspect to consider is the ALT tags to describe the images that are placed on the Web site. In the same way, you should use the title tags, because otherwise the search engines will not be able to read the image of the site.


The content is a fundamental part of the structure of the site because the search engines prioritize the pages that offer relevant and quality information. So, starting with the home page, make sure it contains enough information that the user can understand what the website is about. Also, all internal pages must have text. Some aspects to consider for the content:

  1. You must have the keywords in bold.
  2. Must be more than 800 words to be relevant.
  3. It must be original and pass the duplicate content test.

SEO Images

Once optimized the content and the architecture of the site is important to start working on the images because, although it is said that for the search engines the most relevant is the content, it is also true that using the images is part of the design of the site and if it is A visually appealing image will help the content be shared and position the rest of the information. To do this there are several techniques to optimize the images of the site for SEO positioning purposes.

ALT attribute

This label is part of the HTML Image label and offers a description of the image and is very important for the SEO because they are used by Google to know what the image is about. This tag must be of maximum 150 characters and must contain the key phrases, so it helps the site’s reputation in the search engines. The description that is placed must be relevant and related to the page. To place this label, simply include: alt = “text” to the image label.


This is another attribute for the HTML image tags used to provide information to the search engines about the images that are placed on the site. Although it is not shown that this is as important as the ALT tags, it is known that some search engines take it into account, so it is important to have both elements in mind.

Height and Width attributes

The height and width attributes of the image are important to improve the load speed of the site. If you do not tell the browser the width and height of the image, it will not be able to calculate it until you have downloaded the page. On the other hand, if these attributes are included the browser will be able to reserve this space and continue loading while the image is included.

SEO Links

Another important factor in SEO has to do with the links both externally and internally, this is what will allow the search engines to interpret the relationship and interaction between a website and another, externally, and between the pages of the same site , internally. In this sense there are a number of criteria to make good use of this technique of web positioning and thus increase the traffic and reputation of a certain Web page.

Internal links

Internal links are links between sites on the same Web server and are a positioning strategy that is used to improve the functionality of a website by connecting the most relevant pages of the Web site. However, since Google launched the Google Penguin Update, search engines began to penalize those pages that were exceeded in the use of internal links as a mechanism to add more keywords. Therefore, certain important points to consider when making internal links are as follows:

Naturalness: Usually the search engines distrust any excess practice therefore it is important that the construction of internal links is in the most natural way possible, avoiding placing too many on the same page.

Utility: Fundamental part of doing a good SEO is always think of the user who enters the page because for Google the user experience is a priority. Therefore, if you are going to place internal links It is important that these can serve as a useful for the user to provide more information.

Relevance: When making an internal link is important to follow the same line, ie when placing a link is follow the same theme of the page from where it is addressed. Otherwise, it makes no sense that a topic is suggested to the user to broaden his knowledge of something completely different.

External links

The external links are those links from another server outside the Web site, ie it is the connection between one page and another. Most SEO experts say that external links are the most effective way to have popularity on the web and improve the reputation of the site (PageRank). For search engines This is very important, because unlike internal links, through these external links, they can determine the popularity and thus the usefulness and relevance of a website. However, certain criteria must be taken into account so that these external links serve as a benefit rather than as a penalty:

Popularity: For search engines It is very important that the pages that are linked have a good reputation, this will add value to the Web site because Google will take it much more into account for positioning purposes.

Relevance: It is important that sites that link to the page follow the same theme or are within the same sector and that handle a single line in terms of content.

Social Links

This term is being widely used in SEO and refers to links that are made through social networks by means such as Facebook, Twitter, Google, etc. An example of social links are Facebook status updates or tweets for example. Links through social networks are a very important way to promote content and increase the traffic of a website. Unlike the “traditional” links, this new form of link has the peculiarity of causing a massive effect on the Web because when posting a link on Twitter, for example, thousands of people have the possibility to share it in a matter of seconds and so Successively, so it has a high impact on the generation of traffic on a particular page.


The map of the site or sitemap in English, is a file that shows all the information of the structure of the Web site so that it can be easily indexed by the search engines. It usually shows the links in a hierarchical way and in this way it helps the users and especially the robots to index the pages of the site. This is very important for pages that have a lot of information and internal pages as it serves as a guide to the route that must follow the search engine.

Today this element is an essential part of web positioning because it is a tool that allows both users and search engines to easily track the content of the Web page. A site map optimized for SEO, should meet the following conditions:

  1. The site map must be on the home page, so the search engines will be able to access it more easily.
  2. If the Web site contains many internal pages and a long extension of content, it is not advisable that each of these pages is in the site map as this could be negative for web positioning.
  3. Related to the above, SEO experts recommend that a site map should not have more than 40 links because otherwise it might be confusing for users.
  4. The anchor text of each link must contain a relevant key phrase and must link to the page correctly.
  5. All pages on the site that are displayed on the map must have a link that returns the user to the map.