SEO, or Search Engine Optimization, colloquially refers to a series of tactics designed to improve the visibility of a website in search engines, primarily Google, which accounts for more than 70% of all search activity.<\/p>\n
For many years, I believed that SEO was exclusively the responsibility of technical specialists, web developers, designers, or programmers familiar with code, HTML, metadata, and Google's technical algorithms. Likewise, many web design firms still claim to include SEO services as part of website development, which is not entirely ethical considering what you are about to read.<\/p>\n
The technical aspect of a website is now just one of seven key tactics used to help a site stand out in search results, attract more organic clicks, and receive favorable evaluations from a demanding yet fair judge known as Google. It is important to understand that a web developer or designer is not necessarily qualified to execute effective SEO unless they also possess marketing and business strategy expertise.<\/p>\n
\nBacklinks represent a validation of credibility and are among the most important factors Google considers when ranking a website.<\/p>\n<\/blockquote>\n
In this article, I will explain the seven key SEO tactics, six of which are non-technical, that contribute to successful search engine optimization.<\/p>\n
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- Website programming (the only technical factor)<\/strong><\/li>\n<\/ol>\n
The first factor or tactic for achieving visibility consists of a set of conditions that help Google\u2019s spiders find our website. These include the use of Google Analytics, the presence of a sitemap.xml file, the site's taxonomy and structure, and the use of metadata and descriptive content embedded in the source code. There are many additional technical factors that I will not explore for now.<\/p>\n
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- Backlinks<\/strong><\/li>\n<\/ol>\n
A non-technical SEO tactic involves placing links to your website on reputable external sites. This serves as a validation of credibility and is one of the factors Google values most when ranking a website. One of the most important activities within any SEO strategy should include building backlinks from other trusted websites.<\/p>\n
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- Contents<\/strong><\/li>\n<\/ol>\n
Original, valuable content supported by credible sources is not only important on social media. Websites with these characteristics are also rewarded with better rankings. This factor depends more on communication skills than technical expertise. Google can identify low-quality or plagiarized content, so SEO professionals should avoid simple copy-and-paste practices.<\/p>\n
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- Keywords<\/strong><\/li>\n<\/ol>\n
The use of keywords throughout website content also represents a fundamental communication factor in achieving strong rankings on search engine results pages. Implementing SEM (Search Engine Marketing) initiatives is also considered an important part of the evaluation process.<\/p>\n
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- Website visitor experience<\/strong><\/li>\n<\/ol>\n
Having your website properly tagged with Google Analytics offers two major advantages: it provides a vote of confidence from Google and allows you to measure key navigation metrics in greater detail, such as bounce rate, traffic volume, and time spent on site. As these indicators improve, your search rankings are likely to improve as well.<\/p>\n
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- Use of social media<\/strong><\/li>\n<\/ol>\n
An important factor in validating a website\u2019s credibility is its connection with social media platforms. If a website owner does not consider social media important, they are making a mistake. Google\u2019s algorithm favors websites that maintain active connections with networks such as Facebook, LinkedIn, and Twitter and demonstrate strong engagement and active communities.<\/p>\n
It is very important to maintain a presence and active engagement on Google+, as it is Google's own social network.<\/p>\n
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- Digital public relations<\/strong><\/li>\n<\/ol>\n
This involves linking a website with press releases, blogs, and informational content. If a website maintains relationships and shares content with digital media outlets, it also gains an additional layer of credibility and authority.<\/p>\n
As you can see, only one of the seven primary SEO tactics requires web programming skills. The remaining six are integral components of digital marketing strategies already well known to marketing professionals, who are now the individuals best equipped to execute effective SEO.<\/p>\n