Written by Aurora Maciá
Índice
Fernando Maciá participated in a forum on the evolution of search engines included in the Online Master in Search Engines at Pompeu Fabra University. The director of Human Level Communications gives a series of recommendations to students in this online discussion.
Review documentation
We must pay attention to the documentation provided by Google (on Youtube, Google Webmasters Central Blog, etc.) to improve the websites so that they can be indexed correctly. It is advisable to read this information in English, as it is more up to date and you will find more publications than searching for it in Spanish.
Study of search engines
It is necessary to be attentive to the algorithm updates in order to anticipate and foresee the following changes. It is also vital to research Google’s patent application, as it will provide us with information on new technologies and tools to be used by the search engine.
Study the target audience
To introduce the topic, Fernando reminds us of the need to adapt our keywords to the target audience of the website. It is not the same to address an end customer, who will use more colloquial language, as it is to address a professional buyer, who may use technical industry jargon.
Open vs. closed lists
We must also consider whether we are working on an open or closed list of keywords. Fernando works at Human Level with open lists, as he conceives SEO as getting visibility for a website on as wide a variety of keywords as possible (as long as they are relevant).
“Not provided”
Finally, we must not forget that now certain visits to a website are recorded in Web analytics as “not provided”, creating a blind spot from which we cannot study the keywords that generate the most visits. Frequent queries in Google Analytics or Google Webmaster Tools should be used to obtain the necessary information.
