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Optimizing a web page: how to do it correctly

Since long ago the search engines began to gain relevance, SEO positioning has become one of the fundamental pillars of current online marketing. Appearing in the top positions in search engines like Google can be very useful for any company.

Before entering the subject you must be clear about one thing: SEO is not static. The dynamism of the sector and the modifications that search engines are introducing in their algorithms mean that SEO has to be dynamic, a task that must be constantly reviewed in order to adapt successfully to the changes that are being generated.

Once this is clear, there are two variables that are considered essential to optimize a web page for search engines: authority and relevance. The authority is the popularity of the page within the internet. And relevance, as the name suggests, is how relevant the page is among user searches. To ensure that these two variables adapt to what search engines demand, it is necessary to work on three complementary and essential fronts to carry out a correct positioning strategy.

1. The website

To work on the SEO optimization of your website, you have to take into account these five variables:

The choice of domain. Here it is best to choose a .com, although all domains position in a similar way. Whenever you can, try to choose a domain that identifies you and that, in addition, helps you position yourself with the keyword you have chosen.

Website designed for SEO but also designed to meet user needs. At this point we recommend that you focus the information well, do not overuse the texts and never, never implement flash elements or automatic music, since they are practices that can be penalized by search engines.

Avoid duplicate pages. This is essential and, therefore, it is necessary to work to solve it. A clear example is when accessing a website can be done from various URLs (for example, with or without www).

Incorporate the robots.txt file on your website, as this will show search engines all the content that must be taken into account for page indexing.

Enter the sitemap.xml, as it provides valuable information about the hierarchy within the web.

2. The structure of a website

The second variable deals with how to organize the structure of the site. Our recommendation is to do it in a pyramidal way, in such a way that linked pages come out of the home, and these, in turn, link to other category pages so that the authority of the home can flow to the rest of the pages.

Another point to take into account to improve user navigation on the web is to add a website map in which all the pages that are included within your website can be seen at a glance. All this helps improve the navigability of users and that search engines can better index the pages of a site.

3. Content pages

As you may already know by now, for good SEO optimization, content is king and that should be noticed on the web. You must have updated content that deals with the services and / or products you offer. All of them have to be written for SEO and accompanied, whenever possible, with graphic material that will be duly labeled with the keyword that you want to position.

In addition, as far as possible, it is necessary to include in the content links to other pages of the same website so that authority can be transferred and, on the other hand, Google can unite the pages.

Meet the needs of users. To do this, you must know what arouses the interest of users and write from it. Remember to give them valuable information to help them solve their latent need.

Optimized content. The keyword should appear in the first paragraph of the text, in the subheadings, and naturally distributed throughout the text. In addition, it must be marked in bold and appear in the description of the images.

How to optimize the audiovisual part of the content?

We are more than clear that written content plays a good role in SEO positioning, but the truth is that more and more images and videos are gaining positions towards the top of the elements that most favor organic positioning. That is why, if you haven't done it yet, you should start using images and videos and know how to optimize them correctly.

For images, to get the search engines to consider them relevant, the following must be taken into account: include the keyword in the image name, insert the keyword to position in the 'Alt' field, fill the 'Title' field with some slight variation with respect to the 'Alt' field, optimize the weight of the images with software such as or, use free and good quality images.

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