Review
Search engines such as Google, Bing, Baidu or Yandex are today the biggest generators of quality traffic – of profitable visits – for most websites. In recent years, the gradual generalization of the use of search engine optimization strategies and its implementation in a larger number of websites has made it increasingly difficult to rank at the top of the results pages – those positions where you are most likely to get the desired click from your potential customer. Search engines are incorporating new factors into their relevance calculation algorithms and are defending themselves more effectively against SEO tactics that seek positioning based on the identification of a vulnerability in the search engine.
Fernando Maciá overturns in this book ten years of experience in indexability and on-page relevancy optimization to propose a proven search engine optimization method: identify what users search for – traffic potential -, how they search for it – search patterns -, where they search for it – search engine selection – and when they search for it – seasonality and demand trends – to generate relevant page structures and flexible information architectures oriented to both the usability as well as to the indexability and the visibility in search engines.
The book breaks down the keys to the development and maturation of search marketing in Spain. It addresses keyword analysis aimed at identifying user behavior, their consumption habits, the way they interact with search engines and the traffic potential -and profit- we can expect from natural positioning. The indexability audit and how to avoid implementation pitfalls – a critical point where many SEO projects tend to fail – are the focus of two chapters. How to generate an information architecture clearly oriented to users’ searches, and how to establish mechanisms to make this architecture flexible and adapt in real time -even in advance- to users’ searches, in order to concentrate the greatest relevance at any given moment on the most profitable content is the subject of chapter 5. The book concludes with an interesting analysis of Web traffic and a description of the main traffic segmentations used in SEO.
Guillermo Vilarroig, director of Overalia and president of SEMPO Spain, signs the book’s foreword.
Author
Fernando Maciá is director of Human Level. Técnicas avanzadas de posicionamiento en buscadores is the fifth book he has published with Anaya Multimedia and the first one on his own, after co-authoring Posicionamiento en Buscadores, Marketing Online, Search Engine Optimization Ed. 2009 and Marketing with Social Networks, which he co-wrote with Javier Gosende. He is a regular speaker at events related to search engine marketing and online marketing in general and participates as a lecturer in master’s degree programs at several Spanish and Latin American universities.
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