1. Introduction
Internet use has become for increasing numbers of citizens and professionals an indispensable, especially when locating new products and services. Most of these users, potential customers of businesses with Internet presence, use search engines as part of their selection of products and making purchasing decisions. However, only 7% of those who search the Internet moves from the first page of search results that has made [ 1 ]. Therefore, the best option for those who need to publicize their products through the Internet is to maximize its position in the results pages of search engines.
In this sense, SEO techniques, not limited to enlist a website in search engines, but to do that, at least for certain keywords, such website to appear among the top positions of search results pages or SERPs (for Search Engine Result Pages).
The greatest benefit of positioning in SERPs, unlike other marketing and advertising techniques is the existence of a surfer in the previous interest. Users who enter a site via a search engine results, take an active role in finding the product, service or information provided by this web. In this sense, is not a passive audience, but that is highly motivated to consume the product or service offered. However, based on the behavior 93% of Internet users, only those goods or services that are offered on the first page of results will become effective purchases. Giving high
web pages in search engines ensures only appear in its database but is not guaranteed the presence in these first few pages. There are currently thousands of websites competing for a place in these top positions in order to be able to attract and convert visitors into sales. The problem is that without proper promotion strategy, and without redesigning the web to conform to the parameters and algorithms that search engines use is almost impossible to be at the top.
Thus, the fundamental objective seekers is to classify the web with greater importance than the competition. This is achieved through the search engine optimization, popularly known by the acronym SEO (Search Engine Optimization) and also by the term SEO (Web positioning).
2. Search engine optimization (seo)
As noted elsewhere in this Yearbook work (see article L. Codina) the purpose of Search Engine Optimization (or SEO) is make a page web displayed in prominent positions in search engines and directories.
goal is to make the outcome of the website appear on the first page of results when a surfer, a potential customer of a website, type in the search field the description of a product or service related to optimize web. However, to achieve this goal, we must understand how search engines work and how they evaluate the sites to position them in their relevance ranking.
Although each search engine operates with its own algorithms, there are some generally accepted scaling factors. Therefore, although the positioning of a website in Google is subject to a greater or lesser importance given their algorithms, it is possible to predict the ranking of in the ranking.
When examining these search engines indexed pages using programs called spiders (spiders) that identifies the web page addresses (URLs), collecting information from its source to calculate its relevance.
There are different elements that search engines identify the source of the page to determine its content and relevance. The Metatags, links or headers of text and other elements are analyzed using mathematical calculations to determine their place in the ranking.
positioning The main factors can be divided into two groups depending on whether they are (on the page) or not (off the page) under the control of the webmaster:
- Factors on the page:- Optimizing keywords. The optimal choice of keywords is the basis of any SEO strategy, so try this factor in detail in the next section.- Optimization of the titles. As the title
(where n is a number from 1 to 6), , , and - . The main keyword is highlighted with a
and should be placed near the beginning page.
- factors off the page:"The PageRank (PR). Is a value between 1 and 10 depending on the quantity and quality of sites that have links to the web reference, and their internal links. Transmitted by PR sites depends in turn on the PR itself and the number of outbound links you have that page [2 ]. The PR formula is as follows: PR (A) = (1-d) + d (PR (T1) / C (T1) +...+ PR (Tn) / C (Tn)) PR (A) is PageRank of the page reference. d is a weakening factor. (1-d) ensures any page, but you get no link, will have a minimum PR of 0.15. PR (Ti) / C (Ti) is the PageRank (PR) of the ith page that links to the web reference (Ti), divided by all links (C) also depart from this page you, is ie, the PR that it conveys. i = 1 ,..., n and n are supposed to pages linked to the reference."The text of the links. The text of links pointing to a page is viewed by some as the number one resource optimization. Keywords should be placed in the anchor text that acts as a label link: Keywords to optimize the positioning .-The external links. Since search engines use link popularity measures (number of sites "related" or "authoritative" related to a particular website) to determine the ranges of search results, we recommend the implementation of strategies "Popularity Links ", such as the high Directories or exchange links.
This optimization we have described in broad terms is an ongoing process because search engines and directories change ranges Sites Web changes constantly and often the relationships between them.
specialists work in SEO is to keep the optimization taking into account the changes and new trends in search engines, mainly Google, which is not easy nor cheap. A report by Danny Sullivan, the cost to refine and adapt a 150 page website to the specific search engine Inktomi (HotBot) was $ 1,310 a year if you wanted to be "cool" in the results of your database [3 ].
3. Keyword optimization
keyword selection is considered the most important factor in search engine rankings and is the basis for all SEO strategy. For optimal selection of keywords should be taken into account the following points:
- Popularity of Keywords.
- competition for keywords.
- Relevance from the point of view of Marketing.
- List of keywords to the content of the web.
- Popularity of Keyword. As individual words are usually highly sought after, tend to attract much competition. The solution to this problem is to choose "key phrases" consisting of two to five words, for the optimization of each page. It is also recommended to optimize the pages for popular keywords misspelled (eg palavras by words). Competition for these variants will be much less intense.
- Competition for the keyword. By opting for highly competitive keywords there is a risk that the website is lost among the multitude of search engine results. Due to this high demand for some words, it is advisable to identify a niche or set of keywords that describe clearly the web and only a few have chosen before.
- Relevance from the point of view of Marketing. In the design of a good search engine marketing strategy is considered many aspects. On the one hand, it is necessary to have an excellent knowledge of our target audience, ie which search engines often use, and what keywords used to find a product or service. In this context it is important to provide web products for specific keywords and precise, as they have the advantage of less competition and to ensure more qualified visitors. On the other hand, it should be noted that users of a search engine does not think like a marketing director, and what sounds good for a promotional slogan does not correspond to phrases likely to be used in a search engine.
- keyword Summary of the contents of the site. Must choose not only the keywords that match the content of the web, but also the keywords that people use to find places like the web to optimize. Generally, for any page with content written over 250 words are recommended one to three keywords.
As we have seen, when positioning a website a single keyword is insufficient, as well as lack of focus and clarity, you probably have plenty of competition. Just as today there are very few people looking for a single word, it is preferable to choose more than one keyword, trying to fit the phrases searches users. However, it is not advisable to optimize more than 2-3 keywords per page to the risk of artificial piles of keywords, an event known as Frankenstein Syndrome.
Given the above, and after choosing the keywords that identify the web, you should optimize the page for the keywords that best fit the site. The next step is to optimize the sub-pages for keywords that identify those pages. However, do not forget to always add all the keyword of the page. Thus, it stresses that keyword representative of the web and also get good positions for secondary keywords.
To value before the effectiveness of these key words there are some standardized methods to measure the relationship between the difficulty and the benefits of placing a particular keyword:
- KEI (Keyword Efectiveness Index) relates the number of searches that have a particular expression (possible benefit) with the number of pages that should compete (difficulty).
- Google PageRank: taken as a measure of the difficulty of competing with the results already established, the PageRank of the first websites that appear in Google to find such expressions.
Today we can find on the Internet many companies that offer web optimization services with specialized software to measure these parameters. As we shall see below, in parallel with the development of this industry of search engine optimization, also have created the tools to optimize the selection of keywords.
4. Tools for selecting keywords
A wide range of possibilities for find words and terms used as keywords if you use keyword tools that give us Internet. These tools offer a number of suggestions that prove quite accurate because the results from different search engines.
These tools can find them in search engines that offer suggestions for refining searches on sites that we offer listings of most popular words in the Network and Search Engine Watch or Meta Spy or in the form of specific tools such as Wordtracker or suggestion tools companies pay-per-click.
Among the search engines that offer suggestions include the following:
- Altavista, offers suggestions and looking for variations to the words entered. It also provides related terms. He is considered one of the best.
- Alltheweb: returns queries related to variants of expressions entered.
- Teoma: Like the previous attempts to offer advanced features but their results are lower, especially in English.
Among the specific programs Wordtracker SEO stands for quality and for being one of the most cited in CEO forums.
- Wordtracker. It is a specific tool of payment, but with free access to a trial version. It offers both variants of the keywords entered thematically related expressions (lateral searching) as well as data on how many times have been sought.In the first step in the version "trial" will enter the word or phrase to study, can select the search options "Lateral" and "Thesaurus." After running the query, the results list on the left of the screen, and the clicker on these results to the right shows a table of related words. This table also indicates how many searches were on every word the last two months. To add the words or phrases in the table to our "basket" just click on them. Once the selection, in a new page Wordtracker has all the words chosen in order of estimated returns, according to their popularity and the number of competing sites.
Your problem is the data source. The trial of Wordtracker shows statistics of Altavista, a search engine now accounts for only 3% of all Internet searches, but nevertheless is quite popular among English speakers.
Moreover, the database version of pay is based on searches carried out in some metasearch engines like Dogpile English and Metacrawler. His English-language database is too small to be reliable and not be segmented by language or country.
Among suggestion tools companies pay-per-click highlight three companies
- Overture and Espotting: suggestion tools from both companies are similar. Both variants return to the keyword that we have introduced. For each variant indicate the number of times it has been sought in recent months.
- Adwords, the Google suggestion tool: if you enter a keyword shows popular searches that include that keyword, without offering information about the number of times it has been sought. After choosing your keywords, it shows the foresight of people who follow the link for that listing on the basis of broad match keywords.
The problem with the first two is that their databases search engines collect unpopular in Spain, making it insufficient in many cases. Moreover, these data based on a limited number of searches often present distortions and can find very specific searches that are ahead of other more general searches. We also face the problem that is not possible segmented by country, and results can be found in English of a Mexican database dialects that are not commonly used in Spain.
The following headings are discussed in more detail the free tools from the two leading companies in advertising Pay-per-click: Overture and Google.
The pay-per-click is based on you only pay for traffic that actually reaches a website, and the results obtained very than any other method of generating traffic by getting quality and quantity. Overture The company recently acquired by Yahoo.com, is considered the business that invented the pay-per-click, and today his name is, together with that of its competitor Google, synonymous with online advertising.
The keyword suggestion tool from Overture's search is one of the most widely used Internet since it is characterized by free access. This tool provides a list of the most used search words. When you type a word, the tool provides a list of words related that have been sought over the past two months.
By way of example, and to compare their results with Google, enter the keyword "keyword optimization" in its query interface. The results of the Overture tool are:
Overture Suggestion Tool for keyword database which includes all consultations in your system. Access to this database is not straightforward, because results of their keyword tool are in turn filtered by Match Driver tool. The definition gives us the tutorial is:
- DriverTM Match, a tool that takes into account the incorrect spelling, singular and plural combinations and other variations of search words, and assigns them a random ( ...) For example, if a user searches for the word "e business" Match Driver matches "and business" with the possible permutations of that word, like "e-business", "e-business and e-busines , which coincide with the main form, "and business", and shows the same set of results.
Suggestion Tool Overture Keyword has some limitations due to the use of Match Driver and its database. These include the following:
- not distinguish singular and plural, and the results are attached. Suspiciously
- some terms give results too high, so it is assumed that the number of searches may be inaccurate.
- The order of words is often changed in order with respect to their actual search.
appear in specialized fora significant comments on the results provided by Match Driver tool. Users who can not bid on keywords relevant and should seek niche keywords (less than 20-30 prints per month) think that the Overture tool is not any help to them because these results do not appear on your suggestion tool.
We must also highlight that do not appear related expressions lateral type searching though Overture recently (October 2003) bought the software license AdSonar [5 ]. This software was purchased from the empresaQuigo Technologies Inc., specializes in solutions for online contextual advertising, but apparently still has not been optimized for tool keyword.
Adwords tool is much more potent than we have seen in Overture. And its interface only shows the possibility of making a selection by language and country. This tool is designed to increase the performance of online advertising campaigns, whether by offering broader keywords or new variants of the lateral type searching with which sharpen the target goal.
As we did with the Overture tool, enter the keyword "keyword optimization" in the query interface selecting options from all countries and all languages.
Google AdWords results have been divided into two groups: the first is to "More specific keywords" and the second to "similar key words."
is in this second section where Google shows a large number of results in the subgroup "additional keywords. For the keyword used the tool showed a total of 199 words in this subgroup, we have selected the following shows:
check through these results, we found behind this tool's semantic technology CIRCA Technology.
In March 2003 the company Google bought Applied Semantics, a company dedicated to using technology to link content and language ads. With this purchase Google Adsense has developed its service, which uses the software CIRCA Technology (visible at the interface of Google when you type a wrong word, "he meant ....") and integrated it into their word search tool key.
Thanks to the legacy technology of Applied Semantics, the tool has an ontology that contains millions of concepts and relationships between them, which gives the results of new lateral type keyword searching.
While Overture tool is limited to keywords in their results offer broader adding adjectives or nouns to the original keyword, the "additional keywords" AdWords supplement these shortcomings.
The first three results of the sample change the word or ptimization for related terms such as positioning or Optimizing, and even gives us a common mistake as a result of the same word: Optimization. Similarly, there is one more common error in one of three results recommended as a keyword to the name of the company from its competition: oviture rather than Overture.
In analyzing the remaining sample results we can see that we are moving into the ontology of the Google tool. Among the results we offer options that are on the same ontological level in which we might call "category SEO" (offered also resulted in extended and shortened forms). Thus, we see their results offered in the other SEO factors that we cited earlier: meta tag, link popularity, density, pagerank, etc.
5. Summary
Despite Google's tool offers very satisfactory results, among the various recommendations found in the SEO community has appeared now that we believe is the best choice. Experts recommend a combination of tools that we have seen a tool that gives us semantic variants and synonyms with which to optimize our choice of keywords.
However, until the ontological tools are not optimized, we chose to show a webmaster board member of the community.
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