In this SEO 2019 guide, I want to show you how to position your website in the main Internet search engine: Google. How to position my Hotel in Google, how to position my travel agency, how to position any tourism website or how to position any website. If you have asked yourself these questions, here I will try to answer you in this SEO guide for beginners 2019. Before I start, I want to define what is SEO and why we should do it.
Index of contents
What is SEO
SEO comes from the initials of English: Search Engine Optimization, if you do the translation into Spanish: Search engine optimization, that is, SEO is basically applying different techniques, guidelines, strategies that will help your Web appear in the first search results in search engines.
That is if we search for “Hotel in Stockholm,” the website of your Hotel will appear. And within these results, improve positions to be in the top positions of Google.
It is impossible to position a new website or web without a lot of domain authority with a Keyword that has thousands of searches per month, who tells you they can do it, it is better not to continue listening. Positioning “booking a hotel on X street in Stockholm with pool and jacuzzi in August” is very easy, why? Because there are no searches, that is, demand for that Keyword. On the other hand, if you want to position “book hotel in Stockholm”, you will have very high competition, and it will be much more difficult to position this term.
Therefore, SEO depends on many factors to position: Keyword, domain authority, good practices, optimization of your Web, etc. In this SEO guide you will learn this, make good SEO practices to appear in the top positions of Google. To begin with, the first thing you should know is that SEO is divided into two parts:
SEO Onpage, the SEO that is done on your own Web, that is, what you work from within, and SEO Offpage, what is done outside your web, you can do it yourself but if you start doing this, you will start doing Black Hat SEO, and Google may penalize you. Why? Because it is not natural and is what Google wants to look for today, naturalness, but without forgetting that it is a robot. Now we are going to see it in more detail.
You also have to know that SEO is the channel that receives the most conversions, as a general rule, that is why it is so important to create an SEO strategy to increase your conversions/leads in your web project.
It is not necessary that, in 2019, it says that the content is the king since this has been said for more than 5 years. Content is one of the fundamental pillars of any SEO strategy in 2019, and it will help us to position our website in the main search engines, in addition to attracting our target audience.
When it comes to creating content, the first thing you have to know is what audience you are going to address, that is, your buyer person: What are you looking for? Where do you consume the content? How do you search for content? Once you ask yourself these questions, you have to create an editorial calendar with the keywords that you want to position so that your target audience will find you and start interacting in your Web to be able to capture the coveted Lead later.
I advise you to open an Excel file and add the keywords/topics that you want to discuss/position along with the category (it is important to have clear categories to respect an order in your content), and next to it put the number of monthly searches that you have that keyword with the help of the Google Ads word planner (You have to sign up in Google Ads and have the active account to enter the Keyword Planner .) You can find many manuals on the Internet, and it’s not difficult to use, you only have to configure it well: language, place, time, etc.) to have an estimate of how many monthly searches that Keyword has.
And with what frequency do I publish on my website? Well the better, but always be of quality, it is useless writing to write because you will not get any results. Ideally, publish between 2-3 times per week and have an active page/blog. If you are not going to publish anything better do not have a blog, it is very wrong to have an outdated blog and see that the last entry was in 2015, for that, make a 301 redirect from your blog to the home and go.
Something you have to take into account and should know is Google penalizes that copy and paste, it is useless to copy a website, even if it is outdated or abandoned, and paste it in yours, because Google Panda (one of the Google algorithms) can come to see you and penalize you. When you create content, do it in an original, new and above all quality way.
Ideally, each entry/page should have at least 600 to 800 words, as a minimum, I have checked in several web projects that more quality content better SEO positioning.
It is important that you publish content based on a Keyword with the sole purpose of positioning it in the search engines, and this can be applied both in the Blog and in the different pages (services or products, for example). But do not go crazy and obsessed with the Keyword, do it naturally, do not focus on repeating the Keyword because talking about the topic you are going to talk about other related keywords. Something that can help you to position is: It uses a good proportion between Keywords and total words, it uses the title tags H1, H2, and H3, use of bold, etc.
Prepare the Seo On page
You have already published the first content on your website, with which, you have to tell Google that there is a new site and that you start indexing it. For this, the simplest and most recommendable thing is to use Google Search Console. You just have to follow a few steps to register your website and get very accurate and fundamental information. But we go to parts, and then you will have time to investigate the powerful tool that Google offers us.
The first thing is to enter Webmasters Tools. To do this, you will have to enter with a Gmail account. Once inside, add your web and verify it, they are simple steps, and they are very well explained in the tool. Once verified by Google that you are the owner of the website, you will receive a message to follow the recommended steps to follow. It is important that you do them, above all: add a sitemap, send URL and preferred domain. Anyway, there are many guides on the Internet, especially from Google itself, check them out if you have questions.
Create a Sitemap
The sitemap is fundamental and essential in a web, and it is a file that gathers all the pages that you want to index in the search engines with the aim of informing and facilitating the robots that track your entire web. So, this file you have to create it and upload it to your web server, you have a lot of information on the Internet to create a Sitemap on your Web.
If, for example, you have WordPress you have several very good plugins that make the Sitemap for you, for example, one of them is Google XML Sitemaps. Once we have the sitemap, we go back to the Search Console and upload it. It is essential that you do it. Then, check the pages you have uploaded so that Google can index them and know that there is no problem (in the same tool)
Optimize SEO images
The optimization of images for SEO is still one of the most neglected things in the positioning, still even in 2019. It is important that on every page there are images, not only for positioning but also for the user. An entry with only text can seem boring and tired to read, that is why it is important to add an image from time to time, although in this 2019 guide there are not many, in relation to words (more than 4,000). And since they are added, you have to optimize them for SEO. That’s why you have to follow some steps/tips to optimize images:
In the name of the image file, the keyword must appear, or at least a part of it. Do not save an image in this way: IMG_85648.jpg This is useless, add the keyword to try to position it better, and avoid the underscore, use only the script.
Alt tag. This is fundamental, and you have to add an alt tag to all the images that you upload to your web, to all of them. The label has to represent the image well, and it does not need to be the same name as the file, if for example, we are going to upload an image of a hotel room, the ALT would have to be room X hotel, do not complicate. Keep in mind that it is the text that will be displayed when the image does not load for several reasons.
Try to use a known and friendly Google image format. The extensions that best position are the .png and .jpg. In addition, you can optimize them and try to weigh them as little as possible, since then you may slowly load the page in question.
Internal links are very important for positioning. Add internal links in your pages, not only for search engines but also for users. In this way, you will improve the bounce rate that I will explain to you soon and the visit time of each user, in addition to offering you another material/information/ product that you are looking for in relation to the page you visit.
Always avoid putting an internal (and external) link with the word (anchor text): here, product, this article, click here, etc. Put the keyword you want to position and invite the user to click and continue visiting your website. Do not abuse either, but it is important to have them.
Title and description
Our Keyword must be in the title to position. It is very important to add at least one since we give greater importance to that keyword by adding it in the title. The title and description are what appear on most occasions in the search results of search engines, which also has to be optimized for users since it is our showcase to the user. The description is not going to help you position, but it will help the user to choose your Web, and it will increase your CTR thereby improving your SEO.
A good title and a good description can make us win a visit or lose it. Do not abuse keywords, copy and paste the content of the page in the description, always repeat the same, not give real information of what the user will find … Be as accurate as possible and encourage the user to continue reading or know more than what you speak in the description and title, is something that is very important and sometimes we leave it aside.
SEO friendly URL
URLs are important for positioning, so you have to take advantage of it and create friendly URLs for SEO and for users. Putting the keyword in the url is important, but do not repeat it. What you have to avoid is to create a URL like this:
Try to add text, and above all, that you are interested in positioning, but neither do you believe a very long url. Generally what I recommend and do is domain.com/word-principal/ In this way, we add the keyword you want to position, and it is clear that if your website has many pages and you need to organize them, it is better to use related categories with those pages. In any case, try to make the URL short.
The loading speed is very important for both the Google robot and the user. You have to try to load your web as little as possible. For this, you can use a tool from Google: Page Speed to know what is failing and what is slowing down the web. Keep in mind that if it takes a long time to load the web, Google’s robot will go to another web without going through yours, something that is very critical for your positioning. In addition, it is also something fundamental at the user level, and if you load your web more than 10 seconds, I can assure you that the patience of your visit will end and you will end up leaving your website. So, watch this aspect very well.
Importance of Social Networks in SEO
Social Networks can help you in SEO positioning, and it is that they help you to publicize your brand and, therefore, that the client then searches the Internet, interact on your website, etc.
When you open the pages/accounts in social networks, you have to know how to manage them, take advantage of them and know the most convenient social network for your business , it does not help to have 5 accounts in open social networks if you do not post any content or your interaction is very poor. Keep in mind one thing, and you will not have interaction in social networks if you do not generate content. You can use tools like Hootsuite to manage more than one account at the same time and schedule publications, and it can help you save time and create marketing automation.
Not only do you have to publish content on your page in Social Networks, but you can also take advantage, especially at the beginning of the groups already created on Facebook, for example, to let you know. Try to make it a publication that gives an added value to the community, and especially that it is of the same theme.
Well, now comes one of the most challenging things in SEO positioning, and that brings more headaches to any professional in the sector, and in my point of view, still, one of the important aspects of natural positioning, and is to get links of quality towards your website: I am talking about quality links because that is really what is difficult and what counts. When I speak of quality I mean: sites with a high DA (authority of Domain) and that have a theme equal or similar to yours. Get links in blog comments, signatures in forums, page profiles, etc. They are not quality links, but links that I doubt can help you, but it is not the true link building.
Several years ago, when I started to position, it was very easy to be the first in Google, you only had to register in several directories to make link exchanges and solved! But before there were not so many websites nor Google’s robot was as “human” as now.
So, how do I get quality links to my website?
The key to everything is to create a quality content, because in this way the other websites will mention you, because they think it is interesting what you count, because it gives an added value to the readers of your website, because it complements what you are telling, etc. etc. etc. and little by little you will have new links and especially quality, something that is VERY important for 2019. That is the principle of Google when it speaks of quality, that is based on measuring the quality of a site. If, for example, this SEO Guide 2019 is shared by the Hubspot or Semrush or Moz blog It would be a perfect link for this entry. Why? First, they are sites with very high domain authority, they talk about the same thing: Digital Marketing, they are very well viewed pages for Google, etc. and the robot will appreciate that this guide has been mentioned and will take it into account for the positioning.
To make a good link strategy, it is no longer useful to get millions of links to your website: yearbooks, link exchange, link farm, etc. As I told you before. You have to work more, here are some tips to get links for your website:
Suppliers / clients / sponsorship: You can ask your suppliers/clients to index your website, it is a simple e-mail, and the subject is sure to be the same, or very similar to yours, and as I said before, this counts for the Positioning Also, if you sponsor an event/company you can earn another link for your website.
Guest Blogging: It is a practice that you can use, but neither abuse, and it is to write in other blogs and add a couple of links in the post you post. This is a win-to-win, the blog administrator earns an entry and a topic on which he can not be very expert and thinks interesting for his blog, and the person who writes wins a couple of links and recognition in another blog. Take this opportunity to tell you that if you want, you can send me an e-mail or use the contact form to write an entry in this blog.
Interviews: Another interesting way to earn a quality link is by interviewing in another blog of the sector. For this, either your website is very relevant, and they come to you to do an interview, or you can send e-mails to offer you to do an interview.
Contacts: As in real life, having contacts is fundamental and on the Internet more, because if you have a friend who has a website, you can tell him to mention you in an article (review) and thus win another link for the web.
But above all, quality: As I said, if your site has a lot of quality, the other websites will mention you and index you. This is the best strategy: create quality content + broadcast (Social Networks) = Good Linkbuilding. Many people can see your page and start indexing it.
There are other techniques to generate links to your website: comments on other websites (Nofollow links), links on profiles of websites or forums, web directories, etc. These can help you initially to generate some links for your website but do not abuse them since you can get to SPAM and/or be penalized by Google. I prefer not to do it, but know that you have that possibility.
Analyze the Web Web Analytics
You already have everything ready, but you need something fundamental in online marketing, something that you can measure if what you are doing is right or wrong, the visits you have, etc. and that’s web analytics. It is essential to have the most information of the users, to know why they visit you, how much they have been on your website, why they have left, how they entered your website, etc.
SearchConsole gives you already very good information, which is: positioning, clicks, and impressions that you have had in the search engine for each keyword that your website has appeared on Google. But the best tool to analyze a website is, without a doubt, Google Analytics. The installation is very simple, and you just have to add a code, which gives you the tool, on all your pages. If you have decided to create a website in WordPress, there are plugins that only adding the code indicated by Google is sufficient, and you do not have to be an expert to have Analytics on your website, so do not think about it. Once you have it, you have to look at several values, some of them essential, which for us are:
Before looking at the visits you’ve had, which is also important, you have to look at the percentage of users who have left your website without seeing another page of your site and try to know why. The percentage of bounce is the metric that tells you how many times a user has entered your page and has left it without visiting another content (abandonment rate). To better understand this concept I will give you an example: a user has come to this SEO guide, read it and then leave (close the window, change the URL, close the browser, back …) without entering another page of this Web; another user, has entered this guide and reads it, but later, wants to know more about me and goes to another page.
So, what is the percentage of abandonment of my web if I only had these two visits in the day? Very easy, 50%. Well, if the percentage is high it will mean that people enter your website but do not browse it, do not like it, something happens. That’s why after knowing the percentage you have to know what the exit page is? To do this, you have to go to behavior – Site content – Output pages: In this section, you can see what page your users have left and their percentage of output, which is not the same as bounce rate.
It is very important to know the page by which users leave, and there may be a problem of content, design, little engagement, little important information, etc. Keep in mind that a simple change of design, position of a link, colors, change of buttons, etc. it can cause the bounce rate to decrease. This metric has taken a lot of force for 2017 seo, try to make it as low as possible. At first, it will be high, 80% -90% but try little by little, especially when you start to generate new content, lower that percentage.
Another fundamental aspect of analyzing is knowing where users have entered, and you can ask yourself this question: How did you find me? To know it you have to go to Acquisition – Channels. It is important to know how you have been found and to be able to respond to: Am I doing the SEO strategy well (visits from Google)? Am I doing a good job on social networks (visits Social Networks)? Where exactly do the visitors enter? In this section we find 4 types of channels:
Direct: Are all the direct visits you have had, that is, they have written the URL directly (they know us) in the browser, or have entered thanks to an e-mail, document (pdf, word, etc.), WhatsApp, etc.
Social: Visit that has arrived thanks to a social network: Twitter, Facebook, Linkedin, etc. If you do not have many visits that come from social networks, you’re doing something wrong. Either your content is not interesting for your followers, or your Social Media strategy is very poor, we would bet everything to the second, we repeat that social networks are essential to attracting visitors, especially at the beginning of a project. We can help you in that sense with our Social Media Marketing service.
Organic (SEO): These are the visits that have arrived on your website thanks to the positioning in search engines, that is, Google. This is where you can see if your SEO strategy works or not. It is important to know what keyword you have found, the position that this one had and how many times it has appeared, for this, it is better that you go to Google Webmasters Tools, and analyze all the keywords in which you are positioned and your impressions, you can also use Semrush. At the beginning of the project you will not have many visits in this section, but do not worry, little by little it will go up.
Reference: All references that your website has on another website, in other words, any page that has a link to your website, whether comments on the post, recommendations, reviews, etc. and that the user has clicked to enter your website. In this way, you can see if the link building works or if there is a website that has mentioned your website.
Behavior on the pages
Finally, you have to know all the movements of the user on your website: What are the most viewed pages? How long are they on a page? Percentage of abandonment on each page? In the section “Behavior – Content of the site – All pages” we can obtain all that information. Knowing which are the most viewed pages will help us create a new strategy: add a purchase button, add some other internal link that may be of interest …
Do not forget the most important thing, conversions, if you want to measure some action of a user on your website, be it: sale, registration, special clicks, etc. the best thing is that you configure it in Google Analytics. It is the value par excellence, but at the beginning, focus on the above mentioned, without them you will not have conversions.
Information is power, and as such you have to take advantage of it. Of little use having 10,000 visits per month and seeing that the sales page has a 95% quit percentage, that means there is something wrong, with which you have to analyze it. There are many other metrics that you have to study, but these are the basic ones, in our point of view, to begin to know your audience and know if you are doing things well and how to improve them, but I invite you to investigate your whole the information provided by Google Analytics.
Final SEO Tips
This SEO guide for beginners ends, that’s why I want to finish with some final SEO tips to position your website in the first positions:
- Create quality and fresh content that arouses interest in your subject. It is difficult and sure that you think that everything is already written, but there are forms and ways of writing or counting things. Maybe you do it differently, and that’s what triumphs. It is true that there are already many blogs and making a hole is increasingly tricky but not trying is a failure. Also, publish new content every week at least, it is important to generate content, the more you do, the better positions you will have and the more visits you will have. Keep in mind that it is much more difficult to position a website with a page than with one hundred pages.
- Use social networks. Users share with their friends/followers what they think is important and what they think may be of interest to their contacts, is the word of mouth of the Internet. Use them and learn to manage them, it will give you a plus in your project and, above all, it will help you to capture visits and positioning, but remember, do not open 10 accounts in social networks if you will not manage them later, it is wrong to see an account that its last update is from 1-3 months ago.
- Analyze your web. Many people forget web analytics and do not know what you can gain by analyzing two or three metrics, spend some time in Google Analytics, and you will see that little by little you will understand the users of your website and you will be able to optimize the web better to have more visits, lower rebound, more conversions, more time on the web, etc.
- Do not let your guard down with the links. Many people say that the links are losing strength; my experience does not tell me that, it is a fundamental aspect for online positioning. Of course, what is no longer useful are links in directories, links in the footer on a page with a completely different theme, link farms, etc. You have to be more careful where you do your strategy, but a good link in a web with a high DA and a related theme, will make you upload many positions, but if you do, I doubt you are among the first Google results.
- Choose a good hosting and make backup copies every month, at least. Good hosting is essential for a web project; choose it well. It is also essential that you make a backup every month, any failure, however small it may be catastrophic for your website.
- Patience, above all, patience. In SEO you have to have a lot of patience, you have to know that it is impossible, I repeat, impossible to position a website on the first page of Google with an important keyword (with a high number of searches) Do not try to advance these deadlines using Black Hat techniques SEO, if you want the project is not penalized. To use them, you have to be an expert, but sooner or later with an update of the Google algorithm may fall, I do not recommend it. Put yourself within 2-3 months to start seeing some results (although I’m optimistically putting this time) Anyway, it all depends on the keyword you want to position. If you do not know about the subject and you want to contact a professional, run away from whoever says you can position a keyword in less than 1 month, will be cheating and putting at risk your entire Web.
And so far this SEO guide 2019, that if there is no more news, will be very similar to 2020, I hope you have learned the right and necessary to position your website and is a small outline/guide to start putting you to it.