On Page SEO in Spain
Wednesday, September 25, 2019You do On-Page SEO optimization if you want quality and free traffic for the Spanish market from search engines like Google. Do you think a quality Spanish content in your site is enough? While remains a main factor, the content itself is not sufficient anymore.
There are searchengines, https://www.google.es/, https://es.yahoo.com/, https://www.msn.com/es-es, https://www.bing.com/ Spain/Español, helping us with answers at our queries. One interesting fresh search engine is ecosia.org that actually plant trees all over the world with the capital achieved by searches. So isn`t just Google on the market. Though in this article the focus is on the on-page optimization for the Google Search.
You know the website must be built with the aim to supply information to your visitors. To get more visitors from search engines for free, follow simple steps to have an excellent on-page optimization. According to a SEJ study, SEO is effective in today's marketing.
Let`s say you want Google traffic. In this case, you must follow the rules imposed by Google. That means you need pages that are as optimized as possible for users and searches. So you need SEO On Page to address the inhabitants of Spain (España, Kingdom of Spain, Reino de España).
On page SEO is essential and here is How to optimize your website with SILO strategy.
What are the main SEO rules at the page level?
Find out more!
You need to know that there are 3 types of SEO optimizations for a site:
- On-page - which means improving ONE PAGE (or at the page level) and means making a better page for users and Google. On page generally refers only to the content, functionality and ergonomics of the page.
- On-site - which means improvements to the entire site - here are technical factors such as upload speed, common elements throughout the site (menu, header, footer, sidebar, and so on)
- Off-site - which means external promotion and links.
In this article, we focus strictly on SEO ON-PAGE; that is, optimization at the individual page level.
On Page SEO Optimization Strategy
There are currently three essential aspects when it comes to page optimization.
The first aspect is related to the actual content of the page and the utility for the user.
The second aspect is related to "technical" factors - or classic seo - keyword inserting in certain locations on the page.
The third is how users respond to your content. If they don't find it attractive, neither will Google promote it.
Long story short, the 3 major categories of on-page seo optimization factors:
1. RankBrain and User Intent
Since 2016, Google has introduced a new criterion in its algorithm, a criterion that is followed by a part of the algorithm - called RankBrain.
In short, RankBrain is an artificial intelligence algorithm that tries to determine the real purpose of the search done by that user.
For example: seo on page optimization tutorial - or - page level optimization factors - or - seo on page optimization guide - they are slightly different searches but they all mean the same thing. The user wants information on how to optimize a page in terms of SEO.
The RankBrain JOB is to determine that all of the above searches mean the same thing.
PRE-RankBrain for each of the above searches should have made a separate page. POST RankBrain, only one page must be made.
The effect is that many times, especially on less used keywords, sometimes it is just enough to use the keywords in the exact form in the title and body of the article and you have a high chance of ranking for that word.
In time, however, the direction given by Google is 100% clear: Focus on the USER'S INTENTION.
Strictly my opinion is that for now it is better to make a single page for very similar keywords, than to try the "easy" variant with duplicate and slightly modified articles to target more keywords (eg : 3 articles for: seo optimization tutorial on page - or - factors for page level optimization - or - seo optimization guide on page).
Important to remember - Think about what the user wants, the visitor who is looking for something for which you want to bring it to your site. Search Google and see what's in the top positions. Then try to do something BETTER than what's out there.
2. Use of keywords - SEO "classic" or technical
I think most of those who want SEO, know about these factors. Or at least they heard about them.
To optimize a page you have to select a few keywords, which you can put in the title, url, content.
That is, you must use in the content of the article the keyword (s) tracked.
Important to remember - Before you optimize for one or more keywords, you must first find out WHAT those keywords are.
3. Measuring user interaction
In the seo stone age, it was a score that Google awarded to a page when it was discovered. He analyzed the page on the spot, gave it a note and that was it.
Now, the on page score consists of the initial score + the subsequent score. Subsequent score is determined based on user experience.
If visitors actually sit on that page, read it, interact with the content then the score increases. If, on the contrary, the users exit the page as soon as they enter - it means that it is not really appropriate - in this case the score decreases later.
It is not impossible that at the beginning a page with poor content, will perform ok. However, if Google sees that people do not read and do not spend too much time there, the traffic and position will be less and less.
Important to remember - the days of bad and long content are over. If you really want traffic and if you want your pages to have as much traffic in TIME, then YOU MUST EMBRACE QUALITY. Read about websites constructions nowadays.
IN DETAIL - Seo on page optimization factors
1. On-Page Optimization Factors for RankBrain
• The correct type of the page - optimization factor for rankbrain
Google manages to understand the user's desire quite well. In order to optimize a page for rankbrain, the most important thing is that the page must give to visitor exactly what he needs.
FIRST - determines the type of page to be built.
A search can be: informational or commercial.
For example: men's watches - if you do this search you will see that the first and second pages are NOT articles. Google has identified this as a TRADE SEARCH. Those looking for men's watches do not want to read about them but to see product lists. That is, they want a category page of an online store.
Or,
Men's watches opinions - another search - this time on the top positions are ARTICLES - google saw that opinions is an informational word. You want to find out more about that. I mean, you want to read the opinions of others on how to choose a man's watch and what to look for.
IMPORTANT:
- Search Google for your word and see what type of page their users want. (commercial or informational).
- You do not have to have a blog to have Google traffic. It's ok to have a blog if you deal with it and if you want to do something quality. Otherwise there is no point.
• Title attractiveness - another factor that is considered by RankBrain
Google looks at the clickthrough rate on each of the results on its pages.
If a title has clicks above the average position, then it will be considered attractive content and will be uploaded. Conversely, if you attract clicks below the average position, you will be demoted and placed below.
In other words, the attractiveness and click-through rate of the title IS an important seo factor. Write attractive titles.
IMPORTANT: try to make headlines as much as click-bait but without completely fooling the user
• Better interaction with the site and the page - another factor for RankBrain
We take two cases: The user searches for a word and clicks on the xyz site and then:
- leaves the site after 5 seconds.
or
- stays on the site for 5 minutes, while reading 2 articles and registering for a guide or something.
In which of the two cases was the user's experience better? Which of the two sites deserves to be higher in Google?
Ultimately, this point translates: how to make a very good page for the user. It's less about how you optimize a page for google and more about how you optimize a page for human readers.
Some aspects that make a page more attractive and easier to read:
• Do not use very long or long paragraphs or sentences. Use shorter sentences.
• Use headings to divide the article into logical paragraphs that are easier to structure and to navigate
• Use links to other articles on your site that touch on tangential topics
• Offer free stuff - guides, ebooks, audio books, or samples. Not only you make your site more attractive, but you also earn leads that you can call later to try to sell them something. But do not try to sell first. It generally doesn't work. You need a phone sales strategy for this.
• Put in the first paragraph a small description of your article. It is good to hook the visitor with something before bombarding him with information.
• Use Hooks to refocus the reader. That is to say, the short sentences that refocus the attention to the presented subject.
Recommendations for Rankbrain optimization:
In addition to the main topic, cover in that article even more topics and links to other materials in your site regarding those topics. In this way you increase the chance of someone reaching the article to find SOMETHING to be attracted to, increasing the score of the article in Google.
IMPORTANT: Try to keep the user as much as possible on your site. The easiest is done by providing as much information as possible on the main topic as well as on related topics.
IMPORTANT 2: Make aerated items - they are MUCH easier to follow.
2. Technical On-Page Optimization Factors - so-called old SEO
Read about the technical factors of seo optimization at the page level that still matter.
Meta description, meta title, meta keywords, meta stuff. They are still important, but not as once.
Don`t think that all that matters are some "meta" words put through the text editor or in Yoast (or any seo-optimization plugin).
Keep in mind that classic seo optimization is not completely useless, but it has become ONLY part of everything that optimization means. It's like saying that everything you need to win a marathon is a great pair of sneakers.
1. Semantic diversity and relevancy
When you want to optimize your site, you have to choose a main keyword that you want to position yourself as best (example: ladies shoes).
After this word, you must form a group of keywords relevant to your domain, which you will use in the content of the page (sports ladies shoes, elegant ladies shoes, and so on).
You can identify these keywords with a tool like Google Keyword Planner. It will show you the search volume for each keyword, the competition and the price of the word. To be successful, use the most searched keywords, but with a competition and a low price. To better understand this process, you can conduct a keyword study.
What do we do with these keywords once we choose them?
In order for a page to be SEO optimized, these words need to be found in certain places: the main keyword must be in the title, in the first paragraph, in subtitles of the page (H1, H2, H3) and at least 3-5 times in text.
2. Optimizing URLs
The URLs represent the web address of the page you want to optimize. It should be specific to the page you are submitting, and the main keyword should be in its composition. If the page is to present your products, a specific URL could be the following: www.yoursite.com/main-products.
3. Page title and subtitles
These are the most important elements of the pages. The page title is read by more than 80% of the visitors. Make sure this tells your visitors exactly what page they came to.
Remember that the title must necessarily contain the keyword for which you do the optimization. It is recommended that the title should beginning with that word.
Subtitles (H1, H2, H3 - headings) are sub-sections of the page. They should be the main ideas of the pages. Write them simple, attractive and you are better if you place in at least one H 1-3 the main keyword for easy page optimization.
Users should understand what is in your article or on your page, just by reading the title and subtitles.
4. Optimize page meta-description
Although Google has decided that this is no longer a direct indexing factor, optimizing the meta description will greatly help drive traffic. This is the summary of the page.
It must be written in an attractive way, which will make the user to click. It should also contain at least once the main keyword, but also other secondary keywords.
The maximum length of this description can be 320 characters. But you are good if it has 160 characters.
5. Use of internal links for seo on page optimization
It is very important that the optimized page has at least one internal link to another section of your site. Google perceives links as a positive factor.
About the advantages of links you can learn more in the process of off-site optimization, which involves generating as many qualitative links from other sites to your site.
6. Images - an important factor in the seo on page optimization process
Each web page should contain images. An image says more than one thousand words at a time. Image optimization refers to two things: assigning image alt tag and compressing.
The alt-tag of the image is recommended to be the main keyword for which the seo on page optimization process is performed. As for compression, use images that consume little space and the file size should be small.
7. Author's authority and expertise
It is not news, but in 2019 Google has focused quite a lot on improving this aspect: how much (or little) authority and expertise the author of the article has.
This aspect is not strictly on-page, because Google verifies this aspect coming out of the actual sphere of the page, but it is a subject to be mentioned.
What can be done to increase the author's expertise?
First, write the name. Stop signing articles with "team" or "editorial" or only with initials. If there are more authors, write the name of each one.
Make a page of the author in your website where you present in detail who is the author, what he knows and what qualifies him to be an authority in the field. After that, do a short description of the author - as a kind of signature - that is used on all articles and that will be linked to the "big" description on the site.
WordPress has something similar implemented: the link to the author's page or written articles, but it is not always very relevant and very efficient.
3. Measuring user interaction
First - define yourself what is the main purpose of a page.
If it is an article, the purpose is to inform, if it is the page of a service, the purpose is for people to ask for information or even that service. If it's a product page, the purpose is for people to buy it.
Whatever the purpose, define it first, then start improving the page.
Important: Google expressly mentions that a good page is generally updated frequently. I do not say to update all the pages all the time - it is absurd and impossible but at least the most important pages need to be improved periodically.
How do you make a page better? Adding what people need and eliminating what they don't need.
Basically, it is relatively simple. You need two tools:
Google Analytics
Here are 3 things:
1. Bounce rates as low as possible. That is, people come to the site and see other pages from the site. If the bounce rate is very high (over 90%) it means that they didn't find what they wanted. In this case you should rethink the page and / or the title.
2. Time on page as high as possible. Here time is RELATED to the page type. For example, on a product page people will spend far less than an article. It's normal. But you want to refer to other similar pages.
3. What other pages of the site are visited. In general, you have an idea about what you would like your site visitors to do. For example, if you insert articles, you would also like to visit the pages of services or offers related to those articles. If that doesn't happen, see what other pages are visiting and try to figure out what's going on.
Use a visitor tracking software (eg hotjar.com)
You can see the map with the most "clicked" areas.
Or you can see actual recordings of what the visitors are doing (their sessions are recorded).
Depending on what your visitors are doing, you can tell if they are reading the text on the page, reacting to buttons or other interactive elements, or doing anything other than what you want.
Recommendations for optimizing page efficiency:
In general, it starts with what goes wrong.
Make a list of your most important pages - main services, main product categories.
Check in Google Analytics which has the least time on the page, the highest bounce rate and the lowest conversion rate. Start optimizing with them. After you solve the weakest pages, go to the following and so on.
Practical recommendations for on-page optimization
Treat important pages as assets that need to be constantly improved.
Nothing good is made overnight. A very good page is not made from the first attempt. A VERY GOOD page is the result of a long-lasting process - optimization and improvement.
I'm not saying it's an easy job to improve a page. BUT, for your most important pages - if you want to reach the top positions - it is almost mandatory.
In a competitive niche the first position is obtained in time and with a lot of work.
PRACTICAL: follow in time the evolution of important pages. SEE what's missing, what should be added and enhance content.
Google AWARDS changes that add value to a page. Generally, after a change, the traffic increases on that page if you don't do something completely crazy.
After all, it is logical - Google wants information as current and relevant as possible. When you edit a page, you generally do it to improve things, not to ruin them.
So normally a post-edit page will be more valuable than a pre-edit page.
If the change is really good, search engines algorithms will measure the interaction over time and reward your website in provinces of the Spanish area:
- Andalusia (Spanish: Andalucía) with Almería, Cádiz, Córdoba, Granada, Huelva, Jaén, Málaga, Seville.
- Aragon (Spanish and Aragonese: Aragón, Catalan: Aragó) with Huesca, Zaragoza, Teruel.
- Navarre with Pamplona (Iruña).
- Balearic Islands (Catalan: Illes Balears; Spanish: Islas Baleares) with the capital Palma de Mallorca and islands such as Mallorca, Menorca, Ibiza, Formentera, Cabrera.
- Basque Country (Basque: Euskadi; Spanish: País Vasco; French: Pays Basque) with the largest city of Bilbao, and the provinces of Álava, Biscay, Gipuzkoa.
- Canary Islands (Spanish: Islas Canarias) with main islands such as Tenerife, Fuerteventura, Gran Canaria, Lanzarote, La Palma, La Gomera, El Hierro.
- Cantabria with Santander as its capital city.
- Castile and Leon (Spanish: Castilla y León) with its provinces - Ávila, Burgos, León, Palencia, Salamanca, Segovia, Soria, Valladolid, Zamora.
- Castilla-La Mancha with its provinces - Albacete, Ciudad Real, Cuenca, Guadalajara, Toledo.
- Catalonia (Catalan: Catalunya; Aranese: Catalonha; Spanish: Cataluña) with Barcelona, Girona, Lleida, Tarragona.
- Ceuta, on the boundary between the Mediterranean Sea and the Atlantic Ocean.
- Extremadura with the capital of Mérida and its provinces - Cáceres and Badajoz.
- Galicia with the provinces of A Coruña, Lugo, Ourense, Pontevedra and its capital of Santiago de Compostela, and the largest city of Vigo.
- La Rioja with its capital of Logroño and other cities such as Calahorra, Arnedo, Alfaro, Haro, Santo Domingo de la Calzada, Nájera.
- Madrid Region with its capital - the city of Madrid, which is also the capital of the Spain.
- Melilla, a Spanish autonomous city.
- Principality of Asturias with its capital, Oviedo (Uviéu), the seaport and largest city Gijón (Xixón), and the industrial town of Avilés. Other municipalities in Asturias include Cangas de Onís (Cangues d'Onís), Cangas del Narcea, Gozón, Grado (Grau or Grao), Langreo (Llangréu), Llanera, Laviana (Llaviana), Lena (Ḷḷena), Llanes, Mieres, Siero, Valdés, Vegadeo (A Veiga) and Villaviciosa.
- Region of Murcia (Spanish: Región de Murcia) with the city of Murcia, Cartagena, Lorca, Molina de Segura.
- Region of Valencia with its capital - Valencia and its provinces -Castellón, Valencia and Alicante.
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