Review
Posicionamiento en Buscadores (Search Engine Positioning) addresses what search engine optimization consists of, why it is important for any Internet initiative that must obtain a return on investment, which sectors can benefit the most from this type of promotional strategy, and what its advantages and disadvantages are compared to other types of online promotion (banners, pay-per-click, keyword auctions, etc.). We will see how the growing investment in search marketing responds to a reality related to Internet usage habits that identifies search engines as the primary reference for finding any content on the Web. Given the significant role of search engines themselves, we will analyze in detail what the main search engines and Web directories are and how they function. You will learn to identify the expressions your potential customers use to refer to your products or services, or to companies like yours, when performing online searches. We will also guide you through analyzing your own website’s level of indexability so you can detect problems, errors, and opportunities for improvement. You will be able to see how similar situations were handled in real-world cases, how they were diagnosed and resolved, as well as the results achieved.
But we will not only focus on optimizing already existing websites. The true potential of optimal search engine positioning is unleashed when the aspects influencing indexability are taken into account during the design phase itself. Posicionamiento en Buscadores also provides formulas to increase a portal’s popularity and warns about practices that are prohibited or not recommended by search engines. Furthermore, you will learn to interpret your website’s traffic data and how to build a “dashboard” from various statistical measures, allowing you to discover the multiple factors that determine the performance of your Internet investment.
