Discover the reality of how to do SEO effectively and professionally.
In this article, experts Blas Giffuni and Camilo Ramírez discuss how Google's recent update is penalizing those who create poor and copied content, delving into the importance of SEO knowledge and the not-so-effective use of tools like SEMRush and AHREFS for website positioning.
How relevant are tools for measuring SEO?
All SEO measurement tools are necessary. In fact, in the digital market, there are tools for specific keyword monitoring (SEMRush) and links (AHREF), and others that are more comprehensive, allowing analysis of information architecture and evaluation of internal links such as Screaming Frog or Sitebulb.
However, using or purchasing tools does not necessarily mean doing a good job of search engine optimization; the most important thing is to have an SEO expert with knowledge and strategies for web positioning. As mentioned by Bill Holm, who created the first SEO book, the most effective SEO tool is the brain. Therefore, it is essential to understand the information architecture of a website, know the needs of client A versus client B, and know how to sell the product to carry out effective positioning work.
Search engine optimization is constantly changing and updating, so it is important to have a professional SEO person for content development on a website.
Links vs Google Update in SEO
A few years ago, the strategy for positioning a website focused on getting the highest number of links to increase SEO levels through tools like Pagerank and Link Juice. And while it remains an important strategy, it is not the primary one today. If you remember the episode about Google Update, all links do on a website is allow Google to discover them from another point of view, since the new update reads and understands all page content through artificial intelligence, semantics, and machine learning. That is, it recognizes the purpose of images and videos, so links work in terms of discoverability, only making content easier to find.
Hence the importance of having an SEO professional. Tools only report keyword volume, positioning level, how the search engine results page looks (the surfing view), how many links there are, what the Link Author and Domain Authority are - concepts created by SEMRush - but usually, they do not create content strategies, only keyword strategies based on what the tools provide. The focus should be reversed, creating the strategy first, then the structure, and finally the content, as this is what truly impacts our business or client.
What to do and what not to do?
There are very interesting tools on the Internet for SEO, such as Inlinks, the first semantic SEO tool that only checks keywords within an entity, using a patented semantic analyzer to provide expert-level data optimizing the page.
Also, there are other tools that use artificial intelligence like Surfer, which helps write articles readable by search engines and achieve high rankings. Another is Rank Math, the WordPress plugin, which asks the user to add a keyword to know how to improve a page's content.
But when it comes down to it, you don't need an SEO plugin to appear on the first page of Google; only a portion (40%) of these plugins are relevant to positioning. As shown by Yoast's SEO traffic light strategy, based on old statistics that mark "n" number of irrelevant errors on a page in red. An example of this is titles. Tools, when running a crawling of a website, detect problems with the length of titles: if they are too short, they see it as a positioning error and not as an opportunity to create them with more information about the page. A long title for an SEO expert is not an error, but for tools, it is.
There is no limit to the number of characters when writing a title. Google is rewriting them to display the title in the most relevant way on its first pages, hence the importance of a title that defines the page's content well without worrying about its length. When crawling a website, many errors that may be discouraging for the client can appear.
However, for an SEO expert, these red flags are opportunities that allow improving the website.
What should be considered to do professional SEO?
This question can be answered by using scrambled eggs preparation as an example. The classic trick lies in the ingredients used to prevent them from burning, such as butter or oil, but each restaurant uses different ingredients, creating its own harmony, its own mixture, its own strategy, and thus obtaining its own flavor. This is how SEO works, as it allows agencies, companies, or individuals to conduct experiments to know which components to take and how to mix them, creating their own procedure for implementing a content strategy in web positioning.
Here are three recommendations for doing professional SEO:
Competitive analysis of the client. Conduct an interview with the client to know what they are doing, what they are showing in media and on social networks: see comments and data to get to know the product and the competition up close.
What tools are needed? A recommended tool is Social Listening, which helps discover what is being said about the brand and get to know consumers and competitors.
Comparison of search volume. Compare between an article where the search volume is a thousand searches per month and another where there are no searches. This is simple and does not require tools. In Google, you can ask questions, related searches, and see automatic suggestions when typing in the search bar, to know if other people have asked the same or related questions.
Conclusion:
Truly, a good business, agency, or company needs an SEO expert, someone who can create repetitive procedures to generate valuable content on the website. From there, it is important to consider which tools are necessary to avoid duplication of information and thus take complementary data from each tool, determining how they can be constantly modified.
We invite you to keep reading our blog to learn more about search engine positioning!
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