Developing a good Search Engine Optimization (SEO) strategy and following the best practices of content organization is essential. Learn how to create relevant pages on your site.
Everyone dreams of having their
page in the top positions of search engines of results. And organically, without having to invest in advertising. Whoever gets there doesn’t always have the best content, but follows SEO practices very competently.
SEO is the acronym for the English term Search Engine Optimization or, in good Portuguese, search engine optimization. The execution of SEO techniques makes your page read as relevant by the content indexing robots, which rank it as useful for those search terms. This is what we call organic positioning.
The great advantage of good organic positioning is that the brand does not need to invest in ads to be among the first results and still gains more visitors. The expected effect of this strategy is to reduce customer acquisition cost (CAC) and increase return on investment (ROI).
Let’s get to know a little about what is behind ranking of the pages?
Let’s move forward a few positions!
Search engines do not reveal exactly what conditions are taken into account by their search algorithms, but we can generally consider three types of factors: on page ), technical and off page.
SEO On page – on the page itself
Here we consider the elements contained within your own page and how they are organized. The more requirements are met, the more chances the algorithms will index your page correctly and display it to your audience. Generally, the person responsible for SEO on page is the site administrator.
Where to start?
People don’t always know how to get what they need. It sounds strange, but it’s true – and that’s the great thing about search engines. They make an interpretation of the person’s intention through the terms typed and return pages that may correspond to what he/she really wants.
These mechanisms also take into account the geographic location of the person, if the search is being done by a mobile device (smartphone or tablet )) or if a more natural or technical language is being used. A number of factors are combined at this time with the aim of bringing the best results. Those who work on on page strategies should follow this same logic to work well with search engines . But how to do that?
The content marketing team usually does a benchmarking through
words -keys in search engines and analyzes the results of the first pages. The types of text and their languages are observed (more technical, more didactic, if they are academic articles or informal texts, for example) and if images, graphics or other communication resources are repeated on the first page of results.
With this, it is possible to assess the users’ intention behind the search terms and which line can be followed to produce more relevant content. After this phase, there are other very important items to consider in SEO on page:
- Semantics: the contents need to be well thought out in relation to the rhythm. The text needs to have well-connected ideas, clear and without very long paragraphs. In addition, keywords must be used not only in their exact match, but also in ideas that express them.
- Size: the content must be adapted to the needs of the public and the profile of your vehicle. In blogs it is possible to develop more dense and complete content. In social networks, more objective content. Depending on who it is spoken to, the language can be more colloquial, formal or technical.
Dynamism and hierarchy: it is necessary to divide the content into text blocks with subtitles, illustrated with images, graphics and topics. You also need to include hyperlinks and highlight key ideas. You know that thing where the person catches the eye and already has an idea of what it’s all about? Robots do the same thing with content.Periodicity : it is necessary to show the algorithm that your pages are updated frequently, as this favors ranking. There is no specific rule about the interval between one publication and another, but it is recommended that the intervals be predictable and publicized, so that the loyal audience visits the site spontaneously – which also generates a positive reading by the robots.
