- Internal link:
The web must be perfectly structured in categories, subcategories, products … without creating a labyrinth structure for crawlers.
- URL Structure:
The URL’s are browser links which should be simple and contain the appropriate keywords.
- Mobile configuration:
That the web be accessible to all of your mobile devices.
- Load speed:
That you load quickly and quickly.
This is the part of the most technical process and the easiest to implement since Antonio has a web development company with extensive experience in the sector and the implementation of friendly SEO websites.
The authority means that Antonio had to take the number one website to Google, for example, shoesnumero1.com, track how many inbound links point to this website and how many appointments or mentions are made of it. It’s actually a bit more complex since the Authority will also vary from the quality of these links that point to the web page but as we see that it has the first place in Google, we can say that the links of shoesnumero1.com are very much quality
After this study Antonio reaches the conclusion that thousands of inbound links, mentions and appointments that reach the web, since shoesnumero1.com is a very powerful active reference on the Internet and, if that were not enough, it has behind a community of Followers who love this website and make speaker brand (influencers). Antonio begins to frighten himself, the work he should do in terms of personal and financial effort is really giant and his SEO expert has told him that if he wants to reach these positions he will have no choice but to overcome in Authority shoesnumero1.com.
RELEVANCE OF THE CONTENT
After his first study Antonio decides not to throw the towel and to deepen the relevance of the content of shoesnumero1.com, with which he arranges to measure the following:
the density of the content they have. We are not talking about keywords (keywords) but rather the amount of words in general that these texts have.
Videos of relevant content
Some technical aspects like the use of structured marking
HML structure and things that Antonio does not understand too much. And finally, the authenticity and freshness of its contents.
Then Antonio realizes, together with the SEO expert, that he will have to create a YouTube channel with more than 500 relevant videos with thousands of likes, an account in Pinterest with countless photos of his products, a Facebook account with updated daily content , another account in Instagram with hundreds of videos and images, plus an account on Twitter, Google +, Snapchat and Vine.
How can you imagine, Antonio; a modest entrepreneur from a small city but wanting to eat the world, he started having cold sweats and that still SEO did not make a serious study of the keywords with which he must compete.
The process that Antonio and his team are going to have to perform is reiterative:
1 Study the keywords, studying your competition and analyzing the results of your web (web analytics)
2nd Technical optimization and content, on your website obviously and studying in competition.
3rd Creating Authority, through online marketing, digital strategy and corporate branding.
4th Measurement of results, through the web analytics.
Once the fourth point is finished, it is necessary to start over to strengthen the SEO strategy for certain keywords. A process that depends on the sector can see results in the 3 or 6 first months and in others, however, years or more.
Seen in this way and we forgive the experts to simplify so much, when a small entrepreneur or entrepreneur has the opportunity to scale search engine positions he frightens himself very much, as he does not have the necessary time neither the budget and especially the team to create the relevant content that will make you take an authority on the network.
Many will think that we will always have the SEM (pay-per-click advertising model), true, but the SEO must be seen as a way to get to know our audience better and to identify how to connect with it, optimizing our content to meet her. With the SEM in exchange as an Outbound Marketing strategy, most of the time the user’s opinion is not taken into account, although the process of indexing and studying keywords is similar. For the SEM the Authority and Relevance is not important and we have to see in them the opportunity to create a brand that will eventually stay a bit more durable than the one that takes a SEM campaign to run out.
Does this mean that Antonio has to abandon his intention to sell online? No, flat out, but your SEO strategy will have to be more local, start with more local market niches on the internet, make good use of social networks as they are the word of our times. And little by little with the web analysis, see what holes are leaving the market to be able to be introduced in the first search sites for certain keywords and obviously will not be as generic as “sneakers brand X “.