If you are looking for what SEO is and you have reached this article, you may be responsible for a web project that needs to have more visibility. Don’t worry, at the end of this article you will understand what SEO or web positioning is, what advantages it has, and why you need to take it into account in your project.
The appearance of search engines on the Internet brought with it the birth of web positioning, although the vast majority of content exists regarding SEO on the net is focused on Google as a search engine, the truth is that web positioning applies to each and every one of the search engines that exist throughout the Internet, from other web search engines such as Bing to the search engines of Amazon or YouTube.
But … What is SEO?
SEO or web positioning is a discipline of digital marketing that studies the positioning changes of different web pages to understand the algorithms by which the results shown by these search engines are valued and ordered.
The methods by which search engines sort search results are rarely made public. In the case of web search engines like Google, this algorithm is determined by very complex systems such as neural networks, so it is possible that not even those who have developed them can explain the results to you.
To summarize it in a simple way, in the world of SEO we do not know the magic recipe to appear in the first position, however, we can try different ingredients to achieve the proportions of them.
In addition to the above, it is important to note that web positioning is slow. Do not expect to position a web page in just one hour, a serious SEO project can take an average of three months until the positions settle. In the case of large projects, this time can be extended up to a year, however, it is possible that during this long period the project analytics may vary due to the popularity or seasonality of the project.
What types of SEO are there?
Within SEO there are different disciplines that can be divided according to different aspects:
Depending on where it is done
Depending on the place where we carry out the optimization of our project, we can find mainly two types of SEO:
We thus name the web positioning work carried out within the website itself or the project in which we are working.
Within the SEO On-page, we have the tasks of optimizing the speed of the site, installation of certificates, content development … In short, everything that is done within our own website.
Off-page SEO are those tasks that are performed outside of our website. In this case, we would highlight especially the link building (which is about getting links that have different pages of our website as their destination) and the management of social networks, which will attract users and potential clients.
According to the “legality” of our actions
In addition to the previous classifications, there are, within them, different search engine positioning techniques that we can differentiate according to “legality”, or their acceptance by different search engines or users.
SEO White Hat
The SEO White Hat or white hat are the actions that we carry out and that are accepted and even recommended by search engines such as Google. A clear example of SEO White Hat is content creation, as this is one of Google’s main recommendations. In addition to this, other SEO White Hat actions are social media management or page optimization.
SEO Black Hat
On the other hand is the SEO Black Hat or black hat. This includes web positioning actions that are not well seen by search engines, such as, for example, over-optimizing the content by repeating the keyword that we want to position too many times or cloaking (which consists of showing a page to search engines and another different to users) or spam on external websites.
SEO Gray Hat
In addition to the SEO White Hat and the SEO Black Hat, there is a third type that is considered the SEO Gray Hat or gray hat. In this case, all the actions or alternatives would enter that without being totally Black Hat, could go against what Google wants. An example would be the purchase of links, since Google encourages us to get other pages to link to our content, but penalizes the creation of links artificially. (In this case, paying)
Other types of SEO
And it is that although it may seem that SEO always has positive effects, in reality, it is not like that. Sometimes Black Hat SEO techniques are used to harm other websites, for example, buying large amounts of links on sites with low authority and texts not related to our website.
Simply having low-quality links can affect our positioning, but there is another possibility with worse consequences, and that is that Google can penalize us for having those links, considering that we have created them. In this case, the consequences for positioning are quite remarkable and can make our website disappear from Google results in a very short time.
What type of SEO should I use?
Although each project requires a study before performing web positioning tasks, the truth is that we can give some general advice to take into account.
About SEO On-Page and Off-Page
In this case, there is no doubt, they are complementary techniques and both must be worked on. You want to know why? A very simple example, if we first make links to our website and later modify the structure of the URL’s, we will be wasting time, since we will have to perform 301 redirects from the old pages to the new ones.
About SEO White, Gray and Black Hat
Here you have to keep in mind a very clear premise. The White Hat is slow but safe, if you work it well your website will rise, although more gradually. In this case, you should not fear future search engine updates, as they should benefit you. It’s the kind of web positioning technique that should be done on big, serious projects.
On the other hand, with the Black Hat, we can achieve results in a much faster but also more risky way. It is easy to position a website with thousands of “spined” texts and millions of inbound links, the problem is that a minimal Google review can destroy your entire investment (both in work and in money).
Regarding the Gray Hat … Arguably, it should be done in moderation. Although the purchase of links is penalized by Google, it is also clear that it is currently one of the most widespread ways to position a website in the search engine, and as long as it is not abused and it is done responsibly, there should be no problem.
What about Negative SEO?
Regarding Negative SEO we have a clear opinion, and that is that it is not worth starting a war. It is preferable to work the web positioning in a traditional way and wait for the results to speak for themselves.