In our daily life, it is common that, a logo that appears, the first time is a quick search, not Google, not the same?
It is also for thousands of people around the world who use this search engine as an intuitive way to find products and services.
Google is a mine of money for companies that know how to take advantage of this possibility.
However, you must have noticed that at most times you will all other Google users pay attention just years for the first results of a search.
So, how to get your brand to occupy such prominent positions?
It is necessary to rely on SEO – an acronym for Search Engine Optimization, which in Portuguese means Optimization for Search Engines.
It is a set of techniques that aim to position one or more landing pages among the best results of search engines.
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What is SEO?
In practical terms, it’s like ordering an Uber: you need to turn on your cell phone’s GPS so your driver can find you. It’s like that with SEO too.
It’s necessary to make improvements to your page’s content so that it can be found more easily by anyone doing a Google search.
Through SEO techniques, it is possible to optimize the site so that it surpasses the others that occupy the best positions.
The first place on the results page, drawing the attention of users as the most relevant content for their searches.
Want to know how we made it to the top of Google and increase our sales by 184%?
Difference between SEM and SEO
Since one of the main goals of this post is to demystify SEO, we first need to undo a little confusion that arises when we start to study the subject and come across another very similar acronym, SEM.
Search Engine Marketing encompasses all focused marketing techniques for search engines. That is, it also includes sponsored links such as Google AdWords and Bing Ads.
The big difference between them is that while SEO focuses on user reach organically (ie, free), SEM is based on paid media.
How Search Engines Work
In this scenario, companies are looking for ways to stand out and take advantage of the outreach opportunities that the web provides for doing business.
To facilitate the connection between people and this large mass of information lost on the internet, search engines emerged.
They are tools that rely on the automation of searches, which scan the web and index the subjects in the best way to make this organized data available to users.
For that, these search engines use algorithms that classify web pages according to a certain term or theme, pointing out the relevance of each page within a certain query.
Google’s algorithm, the main search engine today, uses three processes to carry out this survey and deliver information to users.
The first one is crawling, the process by which Googlebot identifies new pages to send this data to the search engine’s index.
To perform this action, robots use algorithms to determine the prioritization and frequency of indexing.
The process is carried out with the URLs generated by previous processes.
Googlebot visits each page, checks for new links or changes, and sends this information for indexing, updating your information.
This is where the magic happens. Indexing is the next process, in which Googlebot performs analysis and processing of all new and changed pages, including all of them in its index.
Information about the website’s content, its publication date, title, description, performance, region, and structured data are indexed.
Finally, we have the third process, the search itself. As you may have noticed, it doesn’t occur directly on the web, but rather in an index of Google itself.
It is possible that the listed pages no longer exist or have been changed, as it takes a while for this update to occur.
When we perform a Google search, the response we get is not random.
It is based on more than 200 ranking factors, but be aware that the company does not reveal which are the most relevant points to perform the ranking of responses.
Still, we have a pretty good idea of how to improve placement, and that’s done through SEO.
Google Algorithm Update
As we’ve already said, competition for better placement on search pages only increases, which makes ranking even more difficult.
Therefore, Google needs to constantly update its algorithms to offer users the best results.
Also, in recent years Google has been working to further improve its indexing tactics.
The latest updates focused on improving the mobile issue, starting to consider the responsiveness of websites as an important factor for the ranking of a page.
The latest update carried out by the search giant is related to the relevance of the sites and their contents: the page’s quality index has also become a ranking factor.
What is SEO Positioning Factors?
There are many factors that contribute to the definition of the Quality Score. They have different weights and a good SEO campaign must consider each one of them, working together.
Although Google doesn’t reveal what are the most important factors for its crawling and indexing algorithms.
We know they are over 200, meaning there are many aspects to consider in an SEO strategy and several details can make a difference in ranking.
Each and every factor within this long list is relevant, however, we know that some are prioritized by the algorithm when performing a ranking for a given search.
Because of that, we’ve separated some of the main elements that you should pay attention to in order to improve the ranking of your pages.
The first and most important factor of all, even if Google doesn’t talk about it officially, is the quality of content, that is, the relevance that your page has for a given search.
Social Google bookmarking is not enough to rank a website on google top content quality is also needed for this.
Because of that, when building an SEO strategy, this should be the main concern.
The production of relevant content has a great weight in organic placement. As it is one of the main rules within the Google Ads marketing platform, being responsible for placing an ad along with the value per click.
Because of this, when building a page or creating content, it is necessary to deliver useful and relevant information, which responds in a real way to the user’s demands and answers their doubts.
Remembering that good content does not only serve to ensure a good ranking on Google but also helps generate authority in the networks and brings greater confidence to users, who pay attention to what your brand publishes.
A very common mistake here is copying existing content, which can be penalized by Google.
The engine identifies the copy and indexes the page well below the top positions, even with a good SEO strategy.
Content marketing is a powerful tool, but you need to know to use it.
Much of internet browsing today is done via mobile devices, and Google is always concerned about the experience of its users.
One of the recent updates to their algorithms was made to better position responsive sites.
Google itself has already stated that it prioritizes the placement of sites that are mobile or that contain responsiveness.
This importance comes from the company’s understanding that it is necessary to deliver the best possible experience to its users, whatever the device used.
Therefore, it is essential that your company has responsive sites or fully mobile versions, so that Google can better rank your pages on the web.
On page are all changes made within pages and which are understood as good SEO practices by Google’s algorithms, as they allow robots to understand what your content is about.
There are several elements that should be checked, however, let’s just list the main ones.
There is an important point to be understood when working with an SEO strategy: it is effective, but the results are obtained in the medium and long term.
This means that it takes patience and consistency to achieve the desired positioning.
This is because another well-regarded criterion when ranking pages in searches are the domain authority (Domain Authority).
There is a mix between the amount of time a website has been in existence and the relevance of its content to users.
Each evaluated page inherits the authority of the domain in which it is hosted.
So it is important to work not only on some content that is believed to be more valuable but to ensure the SEO of the entire site.
The rating for authority ranges from 1 to 100. The higher the rating a given domain receives.
The Domain Authority, making the site higher in a ranking relative to another page with less authority.
Because of that, if you’re in the planning phase of your website, don’t waste time putting it on the air.
If you don’t have much content yet. Once pages are on the web, they will begin to generate authority.
Another very important point for ranking a page in a survey concerns its performance.
If your site takes more than 2 seconds to load in a browser with normal internet conditions, Google penalizes you for harming the user experience.
In other words, the design of a page is fundamental, but loading it with information, heavy images, and lots of GIFs might not be a good idea in terms of performance.
This must be taken into account when building a website.
There are a few ways around this situation, for example, reducing images and GIFs, minimizing their quality, performing later loads, and other simple and interesting techniques.
All information on a website is read by Googlebot. He expects that there is a certain logical order of content.
The lack of this organization can make it difficult for the algorithm to understand the actual content available, which has a direct impact on the ranking.
The structure of the information within the page is fundamental for navigability, understanding, and user experience.
So it is only natural for Google to take this point into account when ranking the results.
You must follow a logical order of header, body text, footer, title, and intertitle tags (H1, H2, and more).
Prominent fonts are also important to demonstrate core ideas within store or website content.
When a user enters the page, the titles and intertitles already give an idea of how the information is divided and where the user can look for what he is looking for.
We call this scanability, a simple organization that helps the reader understand the architecture of the content and allows for fluid reading.
The title tag is also very important and helps search engines understand the central theme of the page, improving its indexing according to the subjects it is related to.
It is the first point of improvement in an SEO strategy. Another point to check is the meta description.
It’s a simple, short paragraph that briefly tells search engines – and blog visitors as well – what the content of a page is.
When you don’t create a meta description, Google does it in indexing, but it’s not ideal.
The meta description is displayed below the title in the search results bar and can directly influence the user’s decision on which links to access when doing a search.
Finally, another essential feature for On-Page SEO and an ideal architecture is the use of keywords in strategic places on the page.
Search engines identify these keywords when indexing a website’s content.
They are essential, but be aware that you must be aware of the number of keywords used.
Since the excess can affect the quality of the content and make your page fall in positions, as it loses relevance.
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An SEO strategy is not just done within your website. You can also take actions outside your domain to generate more authority and draw attention to your pages, generating web relevance and improving rankings.
This process is called off-page SEO and consists of building links on other pages.
This activity can be done by participating in forums or through comments on social networks, blogs, and other websites, mentioning your brand.
Something also common to carry out this activity is the closing of partnerships with other domains of authority for the publication of articles that contain links to your website.
The amount of dofollow backlinks that point to your pages has a large weight in Google’s ranking.
The engine considers citations to your content elsewhere as votes of confidence that demonstrate that other people believe in what you present and find your content valuable.
This directly influences the domain authority, demonstrating that your site is recognized as an influencer in a certain type of subject, according to the built links.
In addition to receiving links, linking also attracts greater relevance.
When, within your content, you cite other domains recognized by the authority on the web, Google understands that your page uses reliable sources and awards more points for your domain.
However, you need to be very careful, as a common mistake is to fill pages with random links, which can be penalized by Google.
The use of external links must be done wisely, inserting only content relevant to the subject covered on the page.
In addition, according to Google’s rules, some pages also do not cede authority, as many sites cited them only at random to acquire more ranking points and improve their ranking.
Google still does not take 100% into account actions within social networks for its ranking.
That is, it doesn’t matter if you’ve gained a large following of followers, likes, or shares, it won’t affect the placement of your content in searches.
However, social networks can indirectly help in an SEO strategy:
- increases brand mentions and web visibility;
- improves company exposure and brand recognition;
- allows you to create an audience and make referrals to the site, bringing visibility to the content.
Good bookmarking for social media profiles and a solid strategy can generate good traffic to your site.
Helping you to present yourself as an authoritative domain on the network and demonstrating to search engines that your content is relevant to users.