Review
The book Posicionamiento en Buscadores is based on the extensive professional and pedagogical experience of the founder of Human Level Communications.
Posicionamiento en Buscadores (Search Engine Positioning) is the title of the book written by Fernando Maciá and Javier Gosende and published by the prestigious Anaya Multimedia publishing house, which will soon be available in bookstores throughout Spain.
Following the publication of numerous articles on search engine optimization in various specialized portals across Spain, Latin America, and the United States over the last few years, and the development of a Basic Guide to Search Engine Positioning published by Microsoft’s business portal, the authors decided to use this material as a starting point to complete, expand, update, and restructure it into a useful, practical, and easy-to-read manual.
The timing of this book is driven by several reasons. The impact the Internet is having on the economy as a whole is steadily increasing. The evolution of online business volume far exceeds the growth of the same sectors in the conventional economy.
In this scenario, search engines have taken a leading role and are the main source of information for most Internet users, to the point that search engine results pages (SERPs) are the first point of contact between companies, institutions, and their potential customers. Given that most search engine users only visit the first results presented, appearing in those top positions has become crucial in the online economy.
This book addresses what search engine positioning consists of, why it is important for any Internet initiative that must obtain a return on investment (ROI), which sectors can benefit most from this type of promotional strategy, and its advantages and disadvantages compared to other types of online promotion (banners, pay-per-click, keyword auctions, etc.).
The book also shows how to interpret web traffic data and how to build a “dashboard” from various statistics that reveal what customers are searching for, and how and where they are searching for it. In this way, sustainable and improvable results over time are guaranteed.
