First, let’s clarify this point: what is SEO positioning and why is it so important?
Search Engine Optimization (SEO) is the process by which you seek to improve the visibility of a website in organic results of search engines.
Google uses a few parameters (the famous algorithm) to establish the ranking of each internet site; their relevance is given by several elements that should be taken into account if you want to be at the top.
The SEO positioning factors can be internal or external, which are also known as SEO On-page and SEO Off-page and, in general, both practices can affect the natural positioning in search engines.
Internal Factors (On-Page)
They are the elements related to the website that we can directly control and use to give relevance to the site. Regarding these Google prioritizes:
Content: the information on your site must be useful, relevant, original and of quality, that contributes value to the user.
Proper use of keywords: this includes those employed in texts, titles, labels, and images; on the other hand, avoid high keyword density, duplicate content or over-optimization.
Structure: these are technical aspects of site construction, such as page load time, code optimization, URLs, responsive design for mobile devices, usability and domain authority.
External Factors (Off-Page)
These are elements that we can not control directly and are mainly related to:
External links: its right use, that is, the ideal quality and quantity increases the confidence of the site; on the contrary, its misuse can generate Google penalties to the site.
Presence in social networks: the contents shared through social networks increase the authority of the page, increasing the visibility and improving the positioning.
User behavior: This refers to metrics related to user satisfaction, such as the percentage of visits, traffic, rebounds, click-through rate, customer comments, etc.