“SEO is to experiment, see what works, apply, analyze”, so Luis M Villanueva began his presentation at the last edition of PRO Marketing DAY, a Digital Marketing event organized by AulaCM. His recommendations revolved around SEO actions that really work and are now decisive in any web positioning strategy.

This is the excerpt from Luis M Villanueva’s video, which you can enjoy with the play. Below you can see a summary with the most important points of his presentation  in austria email lists. If you were one of the attendees of the event. You can watch the full video together with the others in the private area of ​​the congress.

SEO actions that really work
useful content seoAction # 1: Betting on Useful Content
Long and plentiful content is not always the best solution for the user. More than extensive, the content generated by brands must be useful to their users and potential customers. To develop a strategy for creating useful content, Villanueva recommends proceeding in this way:

Find out the user’s intention
Answer the question you are asking
Offer something useful, different, unique
Evergreen content (without dates) When we have evergreen content and we remove the date, we go up in the ranking
Content NOT Evergreen (refresh) If it is not evergreen content, then kill it very up to date. While not putting dates works for the evergreen content, for the rest it might be counterproductive not to include the date because the user’s behavior also has a lot to say in the positioning of a content.

The intention to search is more important than the keyword
The tendency to work on the basis of some keywords begins to lose effectiveness in the face of web positioning. The ideal is to work orienting ourselves to the user’s search intention. There are 4 fundamental types of search intent according to which the user behaves:

Types of User Search Intent
Informative: What, when, where, the best ones (Concrete terms)
Research: These derive from research queries (specific products, brand names)
Transactional: Buy, discounts, offers, cheap
Navigational: These derive from the transactional. (sex, colors, places)
Of all, the most important are the Informative and the Transactional. We use both the Transactional and the Navigational in an online store, while the Informative and Research we use for the blog.

Every store has to have a blog to attract all that information traffic that in the future is vulnerable to becoming sales.

How to determine a user’s search intent
To find out what is the search intention of our target customer, SEO tools are very useful. Some could be: Uber suggest, Keyword Tool, Keyword shitter or Keyword snatcher. If we also want to know how the competition is working in this sense, we can choose ahrefs, Semrush, Sistrix or go further with URL Profiler.

If you want to know how to analyze your competition, I recommend this post: Steps to analyze the competition and 50 tools to do it
It is not the first time we heard Luis M Villanueva speak of the importance of Search Intent as one of the most important factors of SEO positioning today. In the SEO debate of the last Meeting of Agencies and defended that position.

Useful content is one that responds to the user’s search intention
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More Linkbaiting content
Real example: Luis M Viilanueva’s Adwords Course: Luis M Villanueva launched a free AdWords course for beginners that included video at a time when most of his competition opted for the ebook format as content. To this day, more than three years later he remains positioned without having made major changes ..

Despite not complying with certain SEO requirements approved by the majority, such as having a very long text (it does not reach a thousand words) it still retains its position. What comes to demonstrate the importance of consumer behavior as an essential variable of positioning.

What really matters here are three factors:

The behavior of the user
User engagement
Questions and Answers
The user behavior is based on the CTR, on the time of permanence, on the movements of the serp of the site, on the hour; all variables that influence Google’s eyes. From there and giving a content that is useful to the user and unique, the links will arrive naturally, without having to do anything to get them.How to determine what are our important pages?
To detect which are our important pages it is not enough to use tools such as ScreamFrog and look which ones have more internal links. We must go further, although it is true that through internal links we transfer page rank, that does not mean that a page has more page rank accumulated by having more internal links.

Moreover, not all links on a page have the same value. If on a page we have X outgoing links, each of them will have a different heat without there being any tool capable of giving us the value of each link. All SEO tools try to give the same treatment to all linked ones. They distribute them equally.

What determines the strength of a link

According to Google’s Reasonable Surfer patent, the strength of a link will depend on several factors:

The type of link
The position of the link (can be in a context, in a sidebar, in the footer, etc.)
The incitement to click (for example, when you try to overlap in the text by giving the link a color equal to the rest of the article)
The text that surrounds the link (the links that are within a context and stand out, have more strength)
The tools do not take into account any of this, but Google does. Even so, if we take into account that all links have the same value and we use only one tool, we will not get good results. We have to use the actual page rank metric that Google continues to defend.

In the following video, you will see a tool that will be very helpful if you want to get closer to that metric: Netpeak Spider, which combined with others offers good results.

 

01-48Action # 3: Improve your Crawl Budget
The Crawl Budget is what, in a pretended translation to Castilian we call “tracking budget”. This concept refers to the time that Google uses to track a website and the frequency with which its bots visit a specific website. That is, according to that budget allocation, Google will need a longer or shorter time to crawl a web.

Today is a very important factor when indexing and / or position a site. That is why it is essential to improve this budget as much as possible. To optimize it, these are the instructions:

Internal links to codes 200. We have to correct all the links to codes 300. It is inevitable that we link externally to codes 300, but we can correct all the links that we make to these pages internally.
Avoid linking to unnecessary pages. This can cause Google to waste time tracking those pages, which does not interest us.
No-index to non-relevant pages. It seems that the Google bot goes a little less for non-index pages.
Work click levels. The more important a URL is, the closer it has to be to the Home, which is the page that usually has the most strength.
Sitemap only of the important nucleus. You do not have to include everything in the sitemap, just include the code, the kernel.
Other technical aspects
Google works like this: it tracks, indexes and classifies. So, when optimizing that Budget, what we have to do is follow the logic of the bot.

According to Google, in the voice of Matt Cutts: “Depending on the authority of each page (page rank), each site will be assigned a different and limited Budget crawl”. But on the other hand, there is also a quality factor that increases that budget. According to the behavior of the user, your quality rate will increase, making that budget greater without having to resort to external authority.

Only by increasing the WPO of a page did we increase our budget. If we achieve that the pages weigh less and we make the download time decreases, the number of pages that Google can track will increase. In the same Budget crawl, a faster web will make the spiders track more information.

Other recommendations:

It is important to eliminate garbage URLs: we have to identify the garbage and eliminate it. “Garbage” is anything that does not respond to a user’s search intention. On the other hand, popularity also interests us: the more links we have, the higher our Page Rank will be and, therefore, our budget will increase.

 

Conclusions:
The value proposition of a company when creating content can not be based on a linkbuilding strategy. You have to bet firmly for useful content for the user. After all, the user’s behavior will be one of the main keys of our positioning.

In conclusion, facilitating crawling to Google and increasing our budget should be two of our priorities. All this while analyzing very well how we structure our internal link. Now it’s your turn to put these SEO actions into practice and tell us your experience.