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▷ Qué es el posicionamiento SEO y por qué lo necesitas en tu negocio Saltar al contenido Imagínate 2 tiendas diferentes: la primera está situada en las afueras de la ciudad, en una zona deshabitada en la que casi no pasa gente. La segunda, en la calle comercial más céntrica de la ciudad. ¿Cuál crees que venderá más? ¿Le serviría de algo a la primera una buena decoración y amabilidad si no pasa nadie para disfrutarla? En Internet, los negocios funcionan de la misma manera. La página de resultados de Google (SERPs) es la ciudad, su primera página son las calles comerciales más céntricas y, las últimas, un desierto que nadie visita. El posicionamiento SEO se encarga de poner la tienda lo más céntrica posible. ¿Quién pondría un negocio en el desierto donde no pasa nadie? Atención porque hoy hablamos de búsquedas en Internet y, como no, de tiendas céntricas. Hoy hablamos de posicionamiento SEO .
¿Qué es el posicionamiento SEO? Las siglas SEO responden a los términos ingleses Search Engine Optimization , o en castellano, optimización en motores de búsqueda. Según la definición de posicionamiento SEO de Wikipedia :
Es el proceso de mejorar la visibilidad de un sitio web en los resultados orgánicos de los diferentes buscadores mediante la realización de cambios en la estructura e información de una página web
Si aún estás como al principio, volvamos al ejemplo. Imagínate que tienes un negocio donde vendes gafas de sol, tienes una tienda física y, además, en tu página web tienes también una tienda online. Con la llegada del buen tiempo la gente empieza a sentir la necesidad de comprarse unas gafas de sol. Como podemos leer en este artículo de Puromarketing , el 74% de los internautas ya compra online , y el sitio en el que buscan sus gafas es en Google. Aunque el posicionamiento SEO se refiere a todos los motores de búsqueda (Bing, Yahoo…), a día de hoy casi podemos decir que posicionamiento SEO equivale a posicionamiento en Google. Cuando alguien pone «gafas de sol» en el buscador, las páginas con un mejor posicionamiento web salen en las primeras posiciones de la página de resultados. Así, las posibilidades de visita en su tienda son mucho mayores. Fíjate en este gráfico, fruto de un estudio de Sistrix que hemos visto en Apasionados del Marketing . Indica el porcentaje de usuario que hacen clic en cada resultado de búsqueda. El 60% de los clics van para el primer resultado, la tienda más céntrica de la ciudad. El porcentaje cae hasta el 15,82% para el segundo resultado, y al 8% para el tercero. Por último, en la posición 11, ya en segunda página, solo llegan el 0,17% de los clics. ¿Empiezas a ver la importancia del posicionamiento SEO ? https://www.youtube.com/watch?v=XMWtfYtIacc Si tu negocio es nuevo, o no has sido capaz de posicionarte arriba en los resultados, no todo está perdido. Como muchas cosas en la vida, a cambio de dinero, puedes aparecer en primera página, ¿cómo? Vamos a verlo.
¿Qué es el posicionamiento SEO y SEM? Diferencias Hemos hecho una búsqueda de «gafas de sol» y estos han sido los resultados. Los resultados marcados en rojo son anuncios de gente que ha pagado por aparecer ahí. Mientras que los marcados en verde son los resultados orgánicos. Para los primeros hablamos de posicionamiento SEM , que significa Search Engine Marketing. Para los segundos de posicionamiento SEO. La forma de funcionar de estos anuncios es con el conocido como PPC (Pago Por Click). La persona que sitúa su anuncio no paga porque este se muestre, sino que solo paga cuando un usuario hace clic en él. Así tenemos un nuevo concepto: el coste por clic o CPC que es la forma habitual de valorar el coste de la publicidad en buscadores. El CPC no es un valor fijo; piensa en el número de búsquedas que tendrá «gafas de sol» en verano y en invierno. Mientras más gente esté buscando un término en concreto, más cara será la puja por el clic y más alto el CPC.
INCISO: ¿no sabes qué son las SERPs o página de resultados? El término SERP significa Search Engine Results Pages, es decir, la página de los resultados de búsqueda. Las SERPs son el campo de batalla del posicionamiento SEO. Hoy en día, Google, que evoluciona sus algoritmos cada día, no se limita a ofrecer solo resultados de texto, sino que incluye imágenes, noticias o vídeos. Esto sucede sobre todo cuando la búsqueda es muy genérica, presta atención a esta página de resultados. Ante una búsqueda muy genérica, como es la palabra «bicicleta», Google no tiene muy claro qué estamos buscando. Para solucionarlo nos ofrece una gran variedad de resultados:
Anuncios para comprar bicicleta. Noticias. Un vídeo musical. Y como no, los resultados orgánicos. Ahora que ya sabemos que es el SEO y el SEM, y conocemos el campo de juego, ¿seguimos avanzando con más conceptos de posicionamiento SEO? ¡Muy atento ahora!
¿Por qué mejorar el posicionamiento SEO de una web? Si has leído nuestro artículo sobre inbound marketing , lo sabrás. Frente a una estrategia de tráfico pagado (SEM) o de marketing tradicional , el posicionamiento SEO es una forma efectiva y amable de atracción de clientes. Tener visibilidad en los resultados de búsqueda no sólo garantiza visitas, también genera confianza . Cuando alguien busca «gafas de sol» intuye que los primeros resultados son los mejores, un buen posicionamiento SEO transmite autoridad . Y, como te imaginas, autoridad y confianza se traducen en ventas . No vamos a entrar en conceptos técnicos, sólo queremos que entiendas la idea que está detrás del posicionamiento SEO y Google. Nos hemos acostumbrado a consultar todo en Internet. Viajes, restaurantes, compras, cualquier información o hasta si nos duele algo. Estamos haciendo preguntas a Google todo el tiempo, y ahí está la clave del posicionamiento en buscadores: Google quiere respuestas a las preguntas que le hacen. La web que mejor responda a las preguntas concretas de los usuarios serán las que, a largo plazo, mejor posicionamiento web tendrán. Esto es fácil de entender desde el punto de vista de Google como negocio. Mientras mejor satisfaga las necesidades del usuario, más confianza generará y más gente querrá anunciarse en sus resultados. Así es su modelo de negocio , y por lo que hemos visto, lo están haciendo muy bien.
Más términos de posicionamiento SEO Vamos a ver una lista de más términos que debes conocer para tener una idea más detallada de qué es el seo .
1. Posicionamiento SEO WordPress Es la optimización de la visibilidad en buscadores para blogs y webs creadas con WordPress. Este software de código abierto (gratuito) es el más popular para la creación de páginas web.
2. ¿Qué es un SEO? Un SEO se llama a la persona que se dedica a crear e implementar estrategia s para mejorar la presencia de sitios web o aplicaciones. Trabaja tanto en buscadores como en otras plataformas como Youtube, App Store o Google Play. Incluso, ya se están introduciendo conceptos como SEO en Amazon o en eBay. El posicionamiento web se podrá aplicar a cualquier tipo de plataforma en la que nos interese aparecer los primeros.
3. ¿Qué es el SEO On page ? La mejora de los factores internos de una web de cara a su posicionamiento web . El trabajo de optimización dentro de la web, depende 100% de nosotros mismos.
4. ¿Qué es el SEO Off page ? El trabajo de mejora de los factores externos que afectan al posicionamiento en buscadores. Sobre todo hablamos de enlaces entrantes o link building . Los enlaces de otras páginas hacia la nuestra son una señal de que el contenido que tenemos es bueno y relevante. Se trata de uno de los factores de posicionamiento más importantes. No depende de nosotros pero se puede «ayudar».
5. Posicionamiento SEO local Como vimos, la página de resultados que ofrece Google no es siempre igual. Un factor cada vez más importante es la ubicación de la persona que busca ya que los resultados que se muestran para ciertas búsquedas dependen de dónde esté fisicamente. Por ejemplo, para la búsqueda «reparar bicicleta», en la página de resultados aparecerán talleres y tiendas cercanas. El posicionamiento SEO local es la mejora de la visibilidad en los resultados orgánicos locales en buscadores.
6. Posicionamiento SEO Prestashop Al igual que WordPress, Prestashop es un herramienta de creación de páginas web. Está orientada a tiendas online y, como en WordPress, se pueden aplicar estrategias para mejorar su posicionamiento en buscadores.
Cómo hacer posicionamiento SEO Te dejamos un vídeo muy útil para que veas cómo empieces a implementar el SEO en tu negocio y asientes los conceptos que hemos visto. https://www.youtube.com/watch?v=iSRj0ssFZrk
¿Te parece importante tener una estrategia de posicionamiento SEO? Nosotros no nos imaginamos un futuro donde la gente no busque en Internet la información que necesita. Una estrategia de posicionamiento SEO significa estar a la vista cuando la gente pregunte a Google. Y eso se traduce en visitas y tráfico cualificado, o lo que es lo mismo: vender. Pero tú que opinas: ¿crees que el posicionamiento en buscadores es fundamental para un negocio online o solo con una estrategia de marketing de contenidos es suficiente? ¡Queda el debate abierto!