2. What is SEO
a. Origin of search engines. SEO in search engines.
At the beginning of the emergence of the Internet in the early ’90s there were no
search engines as we know them today. Google, the most popular search engine in Spain,
It born in 1998.
What did users to access the website?
– They knew the URL to visit
– Through a link on a page or mail
– Accessing web directories
The directories were (and some still are) web sites where people tracked the
network detecting new sites and ordered by categories. The first directory believe Tim
Beerns-Lee, one of the fathers of the Internet, in 1991. With the directories, any
user could access the pages that addressed specific topics such as politics,
cars, etc … Yahoo! began as a manual collection of links; and to become
in search engine, he was one of the main directories 90.
You showed a motivation, personally sought the category that best
He responded to this and she found the web page addresses that addressed that topic
The exponential growth of the web and software development demanded another
response to detecting, organize and present the information in the network.
The first technology that subsequently facilitate the development of search engines
It was employed by the Wanderer project, which in 1993 became the first search engine
websites with a mission to detect and calculate the web growth, rather than classifying and
DMOZ survives from that time (1998), the largest directory maintained by
volunteers. The inclusion of your website is free and easy, but being managed by
volunteers, discharge may take a while. It is important to be in this directory because
Google often takes the descriptions from this website, and can even
find thanks to its inclusion.
b. Google search operation.
Maybe this is the most researched enigma in the history of Internet. they say that
or the employees themselves know the code full of Google and how it works, just parts.
So if there are thousands of studies made by reverse engineering and finding secrets of SEO
which is testing different engine Google. This motor, the algorithm is called
The PageRank gives a score of 0-10 web pages, depending on your
relevance. 10 is the most relevant and 0 the least relevant. This score assigns and updates
The Page Rank is given by the following formula (patented by Google):
One way to explain the formula would be this: Each link transmits a number of
PageRank. If the web gets only three links, pages with pagerank 5, 2 and 1. And those pages
with 5, 10 and 10 respectively outgoing links (from each of these pages to
others). The PageRank would be:
PageRank = 5/5 + 2/10 + 1/10 = 1 + 0.2 + 0.1 = 1.3
The conclusions drawn from this example, to better understand the
1) The more links we receive, we will have more PageRank.
2) If the pages that we link with few outbound links, we spend more amount
3) A link to a relevant page, with few outbound links is worth more than many
links to some pages or many outbound links. In the example
earlier, 78% of pagerank comes from one link from a site with pagerank 5
5 outbound link building service. And the other two links, which provide very little compared to
PageRank passing the other link.
4) In conclusion, for the PageRank links care about quality, not quantity of links.
As PageRank values (the values coming out of the above formula) are very
large and very different between the pages, Google uses a logarithmic scale to sort
PageRank values from 0 to 10. And this result is shown in the Google bar.
We will see different questions we can arise and answers given
Google officially about form.
What Google says about PageRank? We “offer exactly what
you need “. When Google was founded, one key innovation was PageRank, a technology that
He determined the “importance” of a web page by page analysis Secrets of SEO
linked to it, and other data. We currently use more than 200 signs,
among which includes PageRank, to order websites, and we update these algorithms
weekly. For example, we offer personalized search results based on the
web history and location of users.
How many values of PageRank has a website? Each of the pages of a web
It has different value of PageRank. The PageRank is different for each url in the same
website. Usually the homepage is the one with the highest PageRank but not
necessarily, we can have the home page or “Home” with a PageRank 2 and have
our “News”, for example, PR5.
What is the PageRank? Have a high PageRank is important because:
It is one of the top 10 Google algorithm factors that make
a page out above in the results of Google. Typically,
pages ejected above the Google search relevant websites,
like newspapers or Wikipedia, which have high PageRank on the cover. To
ranking influences both the PageRank of the homepage of a website, such as
PageRank of that particular page. Although PageRank is not the only
factor, for a website up on Google, there are many others. More than 200,
as has Matt Cutts, Google engineer responsible for these issues.
As shown in google.com web, thanks to PageRank can meet the
importance to Google’s website in question. Webpages
with a higher PageRank they are more likely to appear
Google search results. For Google PageRank indicates the
authority of a website.
If a page has high PageRank, Google has all the links that are in
the web to others, if it is low, has only a few or none, as indicated
If a page has high PageRank, Google indexes more content
of the web and therefore opts out more Google searches. How much more
PageRank in the home of a website, more of that website tracks
Google (explained by Matt Cutts video).
The PageRank influences the results in regular Google search in
image search and on Google Blog Search. And the amount of
visits a web coming from Google is usually much greater than
the number of visitors arriving from social networks. It depends pages
web, but usually from Google usually get 3 or 4 times more
since social networks. Therefore, it is as important PageRank,
as the presence in social networks. Although both are important, because
Google gets up in the first visit by a user, but networks
social get loyalty and return visits.
How often updates the PageRank? Google pagerank recalculated each
time. But the latest version shows only 3 or 4 times a year, when updating values
Google bar. So that a website can “have PageRank 0” in the bar Google, Secrets of SEO
actually having a higher PageRank, because Google still has not updated the value
If a page linking us to remove the link to our website, low PageRank? Yes,
PageRank is calculated as a function of the number of links received now, not
above. No account history links received.
Can we buy bonds, to raise the PageRank? Yes, but if the PageRank
suddenly change much, Google engineers will jump an alert and review
Web manually to see if you purchased bonds (as Matt Cutts indicated in one of its
multiple videos explaining the modus operandi of search engine). A Google does not like
we buy bonds. If you discover you have bought bonds, it removes us the results
search and manually lower the pagerank of the website that sells links, so there
to take certain precautions when getting links.
Part of this section is adapted from the blog “Antonio Gonzalez”
c. History Google algorithm.
Since the launch of Google in March 1998, the algorithm classifies
results of the most popular Internet search engine has completely changed. They’re gone
gradually introducing so-called “Updates” (updates in Castilian) which have
made very important changes in the search engine results.
With so many changes, our online marketing strategy should be updated
all times to adapt to the new rules. It is possible that we had
I managed to appear through certain techniques first search for “Hotels
in Valencia “but due to an update of the algorithm we are relegated to the second
results page than “kill” over 90% of our web traffic from
We will highlight some of the most important and famous along updates
the last years.
2000: Born PageRank
With the launch of the Google Tool Bar, an application which is incorporated
web browser, the concept of PageRank communicates (named after the founder
Larry Page). The PageRank system was used by Google to help us determine the
importance or relevance of a page using a numerical value. PageRank relies on the
democratic nature of the web by using its vast link structure as an indicator
the value of a particular page. Google interprets a link from page A to a
page B as a vote, by page A, for page B. But, Google looks beyond
volume of votes, or links a page receives; it also analyzes the page that casts the Secrets of SEO
vote. The votes cast by the “important” pages that is considered a PageRank
high worth more, and help to make other “important” pages. Therefore, the PageRank
a page reflects the importance of the Internet itself.
2003: Florida Update. Penalty Black Hat SEO
In 2003, one of the most popular updates, the Florida Update, was implanted in the
Google results. This update represents the first time that Google was a ‘Google
Dance “(a” dance “very strong movement in the positions for a search).
Google also began to take measures to penalize SEO practices
They try to take advantage of the algorithm for better results so little “ethics and
legal “according to Google, is called Black Hat SEO.
Among the features that highlight the use of this technique are some
of the following:
– Breaking the rules set by the search engines
– Affect the user experience negatively due to the application of
some of these techniques.
– Presentation of content alternated by algorithms to generate content
2005: Begins personalized search.
Google starts using the record of our searches to adjust
automatically results. The effect that caused that year was small, but today
Google still uses (increasingly) our history of how relevant searches
the results and in many other applications of the company.
That same year the first results emerge associated with Google Maps and includes
possibility for webmasters to upload their XML sitemaps for search engine optimization site.
2007: The Universal search.
It is not a change in the algorithm, but joined Google search in
images, news, videos and other features to your form results. This
diversification led to additional efforts to optimize images were made,
videos, maps …
2008: Dewey Update
Since April 2008, an acceleration of the Google updates occur. The
unless changes occur every time and it is also true, that is offered, from the
search company, further information on the reason for each. The object,
from this moment it was to find greater speed and quality to this type of
updates on the algorithm yielding the secrets of SEO resultados.Los
2009: searches in real time.
In Augusts 2008 Google has already launched the suggestions of results, but it was not until
2009 which saw the real-time search. Results were introduced
Twitter and news in real time, providing the user with more results
updated as before. It was the first integration of social networks within the algorithm
from Google, setting the precedent for the many changes that occurred in the years
2010: Caffeine Update
Most Google algorithm update. The company launched a preview in
In August 2009, almost a year later launched the renovation of what was called Google
Caffeine Update. This new index provides search results that most recent 50%
our last index, and is the largest collection of web content that have offered to
now. Whether dealing with important news or a post in a forum or blog, now
You may find links to relevant content in a much faster time from
it was published. Currently, Caffeine allows us index web pages on a scale
huge. In fact, every second processes hundreds of thousands of pages in parallel.
Similarly, this year entered into force on Google Instant, which will allow the
results as we introduce the words in the search.
2011: The Year of the Panda and Google
Over the past year, changes in the Google algorithm was very important
and numerous. With Google update called Panda Update, social networks
They begin to play a major role in SEO. This function algorithm Google
improved search and neglects to content duplicators. In general it represents
improved content search and particularly focuses on prioritizing
original content. The function of the algorithm is able to decide whether a site is quality or not and
improvement based on new data submitted. With this, a radical change occurs and
complete what was hitherto engineering SEO.
Similarly a notable change has been the social network Google+ and its influence
+1 button. Google +1 defines as a feature to help people discover and share
relevant content from people they know and trust. Users can press the
“+1” To different types of content, including Google search results, sites
Web and Adwords ads. Once users apply the “+1”. A part of
content, you can see the +1 tab on your Google Plus profile in results
Google search and on websites with a button +1.
Part of this section is adapted from the blog “Mongini”
http://www.mongini.es/blog/google-la-historia-de-su-algoritmo-parte-i.htmlLos secrets of SEO
d. What is SEO? Why is SEO so important and why
Search engine optimization, or SEO Optimizer engines
Search (SEO for short in English, Search Engine Optimization that translates,
‘Search engine optimization’) is the process of improving the visibility of a site
website in different search engines like Google, Yahoo or Bing organically, ie without
pay money to search for access to a leading position in the results.
This optimization is achieved by performing tasks naturally optimization
web pages. In order to appear in the top positions of search engines and
increase visitor traffic on a web page, it is desirable that sites apply
We have already spoken of the importance of the Internet and the impact of this on our
society. If we are interested in SEO it is because we want to visit us and standard
General talk about business, online business, e-business, blogs, etc.
If we own a restaurant in Madrid Italian food what more we
like it is that if someone searched for “Italian restaurant in Madrid” or “pizza in Madrid” is
our website the first to appear. In fact are the sectors of restoration,
hotels, travel insurance and those that invest in online marketing strategies
attract customers and outperform their competitors.
If there is still any doubt we will see more than enough reasons:
– On the Internet there are over 8,000 million Web pages. Only 8 out in the
first page of search engines.
– Year 2000: 360 million Internet users. 2011: 2.080 million
– The site with more visits in the world is Google: a search engine. Of the 25 pages
more views of the world, 10 are search engines.
– Over 41% of visitors to each web come from search engines. Networking
social only 10%. 4 times more than search engines.
– More than 90% of searches are made on Google Spanish.
– In Google 35,000 searches are made per second.
– Every day 3,000 million research about products, services, content,
Companies, videos, reference, etc.
– The IBEX35 companies save € 13 million a year thanks to rise in
– 100% of users see the organic results (the ‘natural’ results
of Google, which we position). The advertising (pay) only 54%.
– 7 out of 10 users click on the organic results (optimization
natural, without paying Google).
– 89% of users do not go to the 2nd page of Google. Most click the
resultado.Los first secrets of SEO
– The vast majority of internet users see before you buy something.
– 24% purchase thanks to the information found on the Internet.
– 28% look for information online before buying offline.
– The 39% purchase online.
– 45% of users prefer to read recommendations (on the Internet).
Data obtained from different studies Internet by 2013.
e. SEO and Digital Marketing (SEM, SMO etc.). Differences.
Let’s talk now of SEM and then do a comparison against
SEO to see which is most advantageous and recommended.
The term SEM (Search Engine Marketing) is used to refer to all
actions related to the promotion of a product or brand in different
seekers. This is possible since most of such search engines include the possibility
displaying “sponsored links” on its results. These links appear next to the
organic results when the user makes a search for a word related
key by which the advertiser has bid previously.
That is, we can choose to create and manage an ad campaign by clicking
or prints an Internet search engine (Google, Yahoo, Bing …), while it is true that
first mode is more usual.
Among its features or even benefits we found:
– Using a suitable process optimization of our campaigns,
we can get a ROI (return on investment) increased, and in a more
rápida.Los secrets of SEO
– We can strengthen or publicize our brand, in the geographical area
that most interested us, having the possibility to locate in places far
concrete, or, campaigning worldwide.
– We can increase traffic to our website and also get
said traffic is of much higher quality, and we appear to the user
the exact moment you’re interested in the product. That is, we are
“Relevant” for him.
– By focusing on sectors or markets that interest us, we are
saving unnecessary costs that could lead to show our
ads people click on them without being really interested.
– The results are quite fast, so that overnight we could
start getting more views.
– The results we get from SEM backlink services campaigns are measurable and,
moreover, a fairly accurate manner. To achieve this, we have a number of
statistics that let us know how we’re doing and how
points we can improve.
– We must keep in mind that if we choose a pay per click,
pay only when someone clicks on our ad. However, a
critical point for that spending is not in vain, it is to ensure
that the user go to the specific page of our website where you can
acquire the particular product that looked and you clicked on the ad. It is
ie there must be a match between the structure of our website and of
campaign and ads.
– Another aspect that can be considered an advantage is that we invest
SEM depends on us, because, as there are no minimum investment,
we establish our own budget. It should nevertheless be
keep in mind that while this is true in theory, in practice there will be a
recommended minimum depending on the competition you have.
In SEM, when it reaches the limit of the budget, the ads cease to appear so
that, on the one hand is positive as well we have a lot of control over what we spend and not
we get no unpleasant “surprise”. However, we keep in mind that,
Unlike the time invested in SEO, everything we have done on our own, let
to deliver results if we run out budget, at least until we put in
up with more money.
We also need a small period since we started the test
campaign, to reach optimal results. In this time when we are
“Learning”, you may incur more costs than necessary, especially if
we have no previous experience in managing campaigns.
For this reason, if it is true that perform and manage a SEM campaign is to
worldwide scope, for best results (maximum benefits with a
minimum investment) should ideally be left to professionals sector.Los secrets of SEO
Organic optimization SEO optimization SEO On-page and Off-page
When you have to devise a strategy Organic SEO or SEO (natural or organic) optimization must take into account the actions on-page and off-page.
On-page optimization are the actions we take on our website for organic optimization so that it is optimized for Google. The recommendations we make to our customers frequently are:
– Content Optimization: Important and necessary is that the content references to those criteria on which we would like to appear at the top are. For example, if I have a company optimization and want to be positioned in SEO for Google is unthinkable that in that web content is not included as SEO keywords.
– Quality content: Google gives increasingly more importance to websites that are relevant and constantly updated. That’s why we always recommend using a blog and create quality content for visitors to share these entries.
– Indexable WEB: You need to create websites that facilitate indexing, generate a site map and make it known to Google through tools like Google Webmaster Tools. Do not forget to take care of image attributes, friendly urls … and anything else that can be improved.
– Download speed: See that your page is fast. In this aspect not only it affects the web but also hosting and location.
If you hire our services organic or natural optimization will make a study on your website, recommending what aspects to improve optimization.
Off-page optimization are all those actions we take to increase our web presence on the network. These actions are summarized as follows:
– Backlinks and Linkbuilding: This involves the constant creation of links pointing to our website. However, Google penalizes our site if this action is performed in an unnatural way. If penalty, Google can remove your Google page.
We realize that some time ago Google is well aware that the web is a source of information when you locate it. This source of information is measurable through there on social media interaction. So to support the above recommended be present on Facebook, Twitter, Pinterest, Youtube and forced, Google +
The course optimization a website is a process of medium-long term, so we recommend hiring a reputable company and recognized results.
How do you work the SEO of your site?