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Last update date: 29 / 01 / 2022

SEO and the online marketing strategy

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SEO, pillar of the online marketing strategy
As specialized SEO agency in Barcelona, we continue with the serie of articles about the past, present and future of SEO, with the intention to provide reflections that can be useful to the online marketing industry and our customers.

After speak in the last article about SEO in market places, today we present some reasons why SEO is still the king of online marketing, although there has been attempts to unseat him.

As you know, ten years ago 99% of online marketing consisted in a good search engine optimization. Over time, the continued Google algorithm changes and the emergence of social media, some announced the death of SEO. After a few years, with the social media consolidated, and we can say that the announcement of the death of SEO was premature. Some elements that reinforce our thesis are:

Without a good SEO you won't appear on search engines

Google continues to reign supreme and nothing seems to change this. For years now, this brand has been occupying more than 90% of searches in Spain. Therefore, we can say that almost everyone who searches for something does so through Google.

It often happens that a brand tells us that it wants to sell more through the internet. And although it may be a great brand, perhaps it has never worked on online positioning. And that means that before we can sell, we need an SEO strategy. In order to start talking, we need users to find us and reach us. Once we are able to appear in the searches that interest our target audience, we can start talking to them. Only SEO is capable of doing this.

The search engines continue to be the main access to information ...

Google continues to reign supreme and nothing seems to change this. For years now, this brand has been occupying more than 90% of searches in Spain. Therefore, we can say that almost everyone who searches for something does so through Google. Consequently, we need our actions to be in tune with the search engine's predisposition.

It is necessary to understand its algorithm, follow its principles and take actions that allow us to take advantage of it (in a legal way). It is also important to be aware that a large number of services that we use on a daily basis are also part of this large interconnected platform, as it is more than just a search engine. And Google Maps is a great example of this.

Search engines as a way to discover new things

Search engines are still the key to proactively discover new things. Any questions you have or product you want to search, for sure you'll type type it on Google. Every time we have a doubt, hear something new, want to learn something new, a new search appears.

We have internalised in our lives that when there is something we don't know or want to know, we look it up on the Internet. And since we all do it from our mobile phones most of the time, almost all of us do it through Google. In this sense, we must be able to offer answers according to what our potential user is looking for.

SEO and the long tail economy

Search engines are a very important tool - if possible - in the economy of the long tail. Search engines give visibility to small they could not be without them, and that unlike the big brands do not actually have many more ways to reach consumers (or budget). In fact a recent study by Contently explains that 70% of the traffic comes, in fact, thanks to very niche keyword.

This means that although we often search for general topics, when we have a specific interest and we are determined to make a decision, we do long tail searches. It is different if I am looking for information about medical practices near my area (I would search for 'medical practice in Barcelona'). If I am specifically interested and want to take action, I will probably do a long tail (such as 'medical consultation in barcelona for kidney stones').

Social networks are great, but they have another utility

There has been much debate in the industry about the relationship between social media and SEO. Social networks have indeed occupied a very important part of the lives of consumers, but that does not mean they have finished with the SEO.

Social media has not killed the SEO, and if it didn't happen already, will not. The two spheres can coexist perfectly and can be completed as well as the uses and benefits of each are different.

Google gives very precise guidelines

While in some areas of online marketing creativity is crucial, in SEO is something different. The SEO is not a matter of luck, you have to work hard and follow the rules. In this sense it is appreciated that Google set very clear rules about what to do and what not to do (sometimes affects more the SEO). The rules are very clear but they are many and sometimes technically complex to implement, so it is important to have a clear SEO strategy and a SEO expert.

That is to say, on the one hand, there is a very important human factor of the person who carries out the SEO actions and the approach he/she gives them. But it is also essential to have a technical knowledge of how to do certain things that we should not ignore, as we often think that it is only a matter of content and it is not really like that.

We must be up to date

Run by the industry many SEO professionals that have not been updated and continue to pursue strategies of 10 years ago. The problem is that the rules have changed, and a lot!

Take care because what had succeed a long time ago, doesn't work now. Now the rules have been readjusted to prevail increasingly quality. Google does not want aggressive campaigns, SPAM or links to any directory to access to the top of the search engines.

Actions and strategies evolve and transform over time. What was valid before is now penalised. In the same way that there are now services and possibilities that were not there before and that we must know how to use to improve our SEO.

No alternative in sight

SEO works. And usually, when something works, it's best not to touch it. For now, no one has yet found an alternative that is really better or more effective and fulfils all the points that SEO covers. As the landscape becomes increasingly digitised, betting on SEO is critical to the potential of a business.

It may seem like an obligation, but we see it as an opportunity. In other words, SEO is now indispensable to exist on the internet. And to succeed in it, we need a well-defined strategy. So why not do something really worthwhile?
Bruno Díaz Marketing Manager
About the author
Bruno Díaz
Marketing Manager at La Teva Web. I often translate between programmers, clients, users and Google

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