Tampoco hace falta llevar diez años en esto de internet para comprender que el SEO es algo más natural y sencillo de asimilar que lo que cuentas estos cientos de blogs que inundan la red.
No es que sea ‘coser y cantar’, y requiere su tiempo y esfuerzo pero, como decía, si comprendes lo que estas viendo, las posibilidades de mejorar el posicionamiento de tu web se multiplican por mil (infoasistencia.com).
Para empezar, se trata de olvidar eso de que que se trata de la presencia online de tu empresa, y empezar a pensar que es tu empresa, su trabajo, su imagen y su reputación.
Aunque no lo comprendan algunos, todo comienza con la página web, que proyecta una imagen moderna, seria, dinámica, … sea cual sea, pero proyecta lo que la empresa quiere o necesita, como lo hacen sus oficinas, logotipo y anagrama o cartelería, pero coherente en ambos medios, en el real y en el digital.
Se comienza por la web porque no vale la pena esmerarse en atraer al visitante, si no tienes nada que ofrecerle, y su destino es la página web, así que, antes de empezar a volar, vamos a construir una pista de aterrizaje.
Luego están las 3 nociones básicas del SEO; Contenido, reputación e interacción.
CONTENIDO DE CALIDAD
Más allá de esos términos tan «fashion» como SEO, ROI, Linkbuilding, etc… Si el sitio web es la base sobre la que desplegar una estrategia de marketing digital, el contenido es el producto que se ofrece (independientemente de que vendamos camiones, certificados o tornillos. Si vamos a convencer a alguien de que debe contratar y comprar nuestros servicios, el ‘culpable’ será el contenido.
Debe ser claro y conciso, ofrecer lo mejor que tenemos o lo más interesante, no necesitamos literatura, basta con que sepa convencer al visitante de que tenemos lo que necesita, u ofrecer información útil e interesante.
Aunque parezca mentira, si ofrecemos contenido de calidad y lo compartimos, la máquina se pondrá en marcha.
REPUTACIÓN WEB
Si pretendemos destacar sobre otras empresas de nuestro sector, no sólo en el ámbito real, sino en el digital, debemos labrarnos un nombre, y ser referente en nuestro nicho, participando de manera desinteresada en foros, blogs (nuestros y ajenos), artículos, gestionando opiniones de usuarios y clientes, etc.
No se trata de hacer publireportajes, sino de que el nombre de marca ‘suene’ y se le relacione con un tipo de mercado y servicios, porque google valora la presencia de las empresas en internet.
Cabe destacar que aquí, la reputación negativa también puede ser útil y, como en el mundo real, si se sabe gestionar se puede conseguir que este factor marque la diferencia en cuanto al SEO.
INTERACCIÓN SOCIAL Y WEB
Si conseguimos generar contenido de calidad, y nuestro nombre de marca se mueve por internet, toda referencia a las secciones de nuestra web, (los enlaces), conseguirán posicionar nuestra página hasta las primeras posiciones de google.
Estos enlaces se pueden obtener desde directorios de referencia (vulka, páginas amarillas, hotfrog, …), desde blogs o contenidos que indican la procedencia de la información o, como ocurre actualmente, desde las redes sociales desde las que se comparte ese contenido que hemos generado y que, inexorablemente, suponen enlaces hacia nuestro sitio web.
Por descontado, todo este trabajo debe apoyarse en unas normas básicas de SEO pero, en esencia, si usan estas directrices como guía, se puede posicionar prácticamente cualquier cosa, sin prisa pero sin pausa.
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