Review
Search engines such as Google, Bing, Baidu, or Yandex are today the primary generators of quality traffic—and profitable visits—for the majority of websites. In recent years, the progressive widespread adoption of search engine positioning strategies and their implementation across a larger number of websites has made occupying the top spots in results pages—those positions where achieving that coveted click from a potential customer is most likely—increasingly difficult. Search engines are constantly incorporating new factors into their relevance calculation algorithms and are more effectively defending themselves against SEO tactics that seek positioning by identifying vulnerabilities in the search engine.
Fernando Maciá pours into this book ten years of experience in indexability and on-page relevance optimization to propose a search engine positioning method of proven effectiveness: identifying what users are looking for—traffic potential—, how they look for it—search patterns—, where they look for it—search engine selection—, and when they look for it—seasonality and demand trends—to generate relevant page structures and flexible information architectures oriented toward usability as well as indexability and visibility in search engines.
The book breaks down the key factors in the development and maturation of search marketing in Spain. It addresses keyword analysis aimed at identifying user behavior, consumption habits, the way they interact with search engines, and the traffic—and profit—potential we can expect from organic positioning. The indexability audit and how to avoid implementation traps—the critical point where many positioning projects often fail—are the focus of two separate chapters. How to generate an information architecture clearly oriented toward user searches, and how to establish mechanisms to flex and adapt this architecture in real-time—even preemptively—to user searches, in order to concentrate the greatest relevance on the most profitable content at any given moment, is the subject of Chapter 5. The book concludes with an interesting web traffic analysis and a description of the main traffic segmentations handled in SEO.
Guillermo Vilarroig, director of Overalia and president of SEMPO Spain, provides the book’s foreword.
