SEO (Search Engine Optimization, por sus siglas en inglés) es el desarrollo de estrategias para hacer que un sitio web sea más visible dentro de los motores de búsqueda. Podemos relacionar al SEO con algunos conceptos comunes. Cuando pensamos, por ejemplo, en un supermercado, algunas marcas van a sobresalir por encima de otras debido a su posición en las estanterías.
Si se encuentran cerca de la entrada o a la altura de los ojos, tenemos más posibilidad de notarlas y con ello de preferirlas frente a otras marcas que, aunque quizá ofrecen los mismos servicios, pasan desapercibidas. Muchas compañías pagan ciertos excedentes para que su producto sea posicionado correctamente dentro del mercado y pueda, por simple efecto de la mera exposición o el principio de la familiarización, ser elegido con mayor facilidad.
En el campo de las búsquedas web, el espacio visible que se obtiene con el motor de búsqueda es aún más limitado. Como ejemplo por antonomasia podemos hablar de Google y nos damos cuenta de que cuando buscamos alguna respuesta o producto, usualmente nos conformamos con una investigación de tres o cuatro direcciones dentro de la primera página de búsquedas. En ocasiones muy extrañas pasamos de la segunda hoja de resultados y pasar de la tercera casi nunca ocurre. En ese sentido, sólo un puñado de artículos tendrá preferencia y relevancia a la hora de aparecer con una búsqueda relacionada.
Para obtener un mejor posicionamiento respecto de las listas de páginas que aparecen en búsquedas relacionada, existen varios métodos que pueden ser aplicados con mayor o menor dificultad y que, si se realizan con cuidado y precisión pueden optimizar con gran efectividad tu relevancia dentro de los motores de búsqueda. Estas estrategias y su posterior implementación son el SEO.
Dentro del SEO podemos encontrar al menos dos categorías importantes. Las estrategias de optimización que se realizan dentro del sitio web y las que se realizan fuera de este. Es decir, si tienes algún contenido específico dentro de la página web, puedes modificarlo con el fin de que gane una cierta relevancia para los motores de búsqueda.
Un ejemplo de una estrategia de optimización dentro de las página web o “on site, en inglés”, es la auto referencia, como en los casos en los que la página web cuenta con varias pestañas o con bastante contenido y puede de esta manera vincularse por medio de enlaces internos que crearán una red que se soporta sobre sí misma. También se pueden utilizar las Keywords, o palabras clave, estas se ubican estratégicamente dentro del texto y se relacionan con los tópicos principales o los temas más buscados dentro del motor de búsqueda. De esta forma, al buscar uno de estos temas, la página web tendrá más opciones de estar referenciada al principio de la lista.
Ahora bien, en lo que respecta al SEO “off site”, o por fuera de la página web, se puede hablar de la misma red de interconexiones entre enlaces pero que en lugar de ser auto referenciados, dentro de tu mismo blog o página web, se trata de una red entre diferentes páginas de las que no tienes directo control. Entre las estrategias que se utilizan para posicionar mejor una página web con una estrategia “off site” es de link building o “construcción de enlaces” por medio del cual los administradores o representantes de un sitio web buscan de manera activa que otros sitios web enlacen al suyo. Entre mejor ranking tenga el sitio web que referencia a tu sitio web, más aumentará tu puntaje.
Otra estrategia obliga a que otros artículos o blogs se vean en necesidad de referenciar dicha página para contestar, expandir o refutar la información de la misma. Los foros, los blogs y las redes sociales son justamente las herramientas que el SEO “off page” utiliza con mayor frecuencia y con mayor efectividad para posicionar la página web.
En conclusión, una página que no cuente con estas estrategias de optimización tendrá que enfrentarse al problema de no ser encontrada por nadie y recibir muy pocas visitas. Estas páginas están destinadas a convertirse en algo casi invisible, a pesar de la creatividad o el diseño de la página. Por el contrario, si se utilizan estas herramientas con precisión, puede darse a conocer a un público mucho mayor. Es por esto que el SEO ha cobrado una inmensa importancia en el ejercicio de creación de contenidos y posicionamiento web. Te invitamos a ingresar a nuestra sección de servicios editoriales, entre los que ofrecemos servicios de mercadeo de contenidos y SEO.
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