In the vast universe of over 1 billion existing web pages, having a website doesn’t automatically guarantee attracting more customers or increasing sales. To achieve this, it’s crucial to understand the importance of keywords, web ranking, and SEO and SEM strategies.
Identifying the right keywords, defining an effective SEO and SEM strategy, and achieving desired visibility and ranking are fundamental concepts for the online success of any business or company with a web presence.
In this article, we’ll break down these key concepts in simple, accessible language:
Keywords:
These are words or phrases with the highest search frequency in a specific niche. Identifying them is essential, as they help us build a set of relevant keywords or phrases. These should be strategically used in website development (headers, blogs, product descriptions, among others). Search engines like Google analyze each website based on certain parameters, identifying these words or phrases and the weight we’ve given to each. This is one of the conditions, among other variables, for achieving good SEO ranking and goes hand-in-hand with digital marketing strategies.
There are tools that analyze web pages and provide a keyword map of each page, indicating which phrases or words are being used in the content, how many times they’ve been used, and their importance (types of headers).
SEO (Search Engine Optimization):
SEO is the optimization of a website through keywords that are internally configured and identified by search engines. Search engines rate certain factors like speed, configured keywords, descriptions, user experience, among others. The ultimate goal is to achieve a large number of clicks on the links configured to lead to a landing page and ensure the best possible user experience. With a higher number of clicks, organic (unpaid) ranking will improve, and your site will move closer to the top search positions for the configured keywords. The cost is what you pay to an SEO consultant.
There are various SEO analysis tools to evaluate your current situation and other tools to facilitate this configuration in content management systems (WordPress, Shopify, Mercado Libre, etc.).
SEM (Search Engine Marketing):
SEM is the payment for advertising in the top positions for a specific niche of people. That is, you’ll pay to appear in the most visible or relevant places based on users’ search words or phrases. This generates sales more quickly than SEO, but the cost would be the SEM consultant’s fee plus the cost per click.
SEM positioning will be achieved based on ad configuration, the price you’re willing to pay per click, ad quality, among other variables. You can pay for ads on Google Ads, Facebook, Instagram, LinkedIn, among other platforms, depending on the niche you want to reach. It’s important to note that every SEM strategy will have a different cost, as positioning some keywords is more expensive than others, depending on various factors.
SEO or SEM:
The choice between SEO or SEM will depend on budget, available time, and willingness to develop this aspect. However, it is the only way for a website to stand out among the billions of current web pages.
To optimize resources, we suggest developing an SEO strategy and initiating an SEM strategy hand-in-hand. If only SEO is performed, results will be medium to long-term. If only SEM is implemented, clicks will be lost by not having different landing pages correctly configured with relevant keywords.
Web Ranking:
Web ranking is the goal of a successful SEM and SEO strategy. It refers to achieving the top positions when a user is browsing based on specific keywords or phrases.
It’s necessary to differentiate yourself in the vast universe of current web pages, and one of the most effective ways is through a solid and well-executed SEO and SEM strategy.
Additional Insights:
1. Content is King, but Speed is Queen: While keywords and strategies are crucial, don’t overlook the importance of high-quality, relevant content and fast-loading pages. Google’s algorithms prioritize both content quality and page speed.
2. Mobile-First Indexing: With the majority of web traffic coming from mobile devices, Google primarily uses the mobile version of a site for ranking. Ensure your site is mobile-friendly and fast on all devices.
3. Voice Search Optimization: As voice-activated devices become more common, consider long-tail keywords and natural language in your SEO strategy.
4. Local SEO: For businesses targeting local customers, local SEO (using location-specific keywords, Google Maps listings, local reviews) can significantly boost visibility.
5. Backlink Quality: In SEO, not all backlinks are created equal. Focus on gaining high-quality, relevant backlinks from reputable sites rather than quantity.
6. Continuous Monitoring and Adaptation: SEO and SEM are not one-time tasks. Regularly monitor your rankings, user behavior, and competitor strategies. Use tools like Google Analytics and Google Search Console for insights.
In conclusion, the right combination of relevant keywords, effective SEO and SEM strategies, and a focus on web ranking are crucial elements for the online success of any business or company with a digital presence. Mastering these concepts and applying them intelligently can make a significant difference in your ability to attract more customers and increase sales through your website. Remember, in the ever-evolving digital landscape, staying informed and adaptable is key to maintaining a competitive edge.
