What is SEO and why do I need it?


The first search engines were created in the early 1990s . In 1996 Google was born and after it, other platforms such as Yahoo began to arrive.

It was then that the first digital revolution took place. Users gradually began to be aware that the Internet was a real way to earn income, but to achieve this, they needed to attract traffic and at a time when social networks as such had not yet been born, there was only one way to achieve Getting Visits: Exploiting the Potential Offered by Search Engines .

It was then, when the first strategies began to emerge in order to obtain a position in the first results . SEO was born. But, what is SEO optimization and what is it for?

SEO stands for Search Engine Optimization and is aimed at obtaining a flow of visits from organic positioning (that is, one that is not paid or based on the hiring of advertising space).

We could define SEO as a set of processes that are implemented to facilitate the visibility of a web page within the organic results of different search engines .

Over time, it has become an area of ​​specialization that has undergone quite a few changes and updates. We only have to take a look at the new features that have recently been implemented in the Penguin and Panda algorithms and how they have reinvented the concept of SEO.

Currently, the priority objective of all its processes is to guarantee a good user experience. Matt Cutts calls it ‘Search Experience Optimization’.

In reality, there are a wide variety of factors that go into how a search engine works.

However, there are two particularly important variables that, in fact, constitute some of the main reasons why a search engine positions one or another page. The relevance of the contents and the authority of the web page where they are hosted.

But what exactly are these parameters?

On the one hand, authority is understood as the reputation that a web page has in the online ecosystem.

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As your recognition increases, your content will become recognized as more valuable. Currently, we could say that this factor is the one that has the most weight when defining the distribution of pages in search results.

If Google detects that the contents of a certain web page are shared massively, it understands that it is useful and valuable content , so it gives it priority in future searches.

On the other hand, relevance is the relationship that exists between the contents of a page, compared to a specific search. It is not only about a similarity relationship or that the contents have an appropriate density of keywords.

Although in the past this guideline was taken into account, at present, things have changed. Today search engines base their criteria on a wide variety of on-site factors.

SEO strategies can be divided into two large groups:

  • On-site: Its main analysis guideline is relevance. It is concerned that a web page is optimized so that search engines can understand its content. Within this level, we would find some optimization resources such as working with keywords, loading times, user experience, developer-level optimization or link or URL formats.
  • Off-site: Its processes and analysis criteria are based on authority. This implies an orientation towards all those factors of an external nature. Some of the most common are the quantity and quality of external links that a website receives, the degree of presence in social networks or the CTR (that is, the number of clicks that a link receives in relation to the number of times it has been clicked). been shown).

However, you should know that there are different ways to apply positioning strategies. Whether we follow the recommendations prescribed by the search engine or not. In the first case, it will be a White Hat strategy. In the second, of a Black Hat approach.

But, what exactly are these terms and what is the degree of effectiveness of both methodologies?

  • Black Hat SEO: The black hat corresponds to unethical measures. Their resources to improve the positioning of a web page in search engines are very varied, although they are not recommended because they pose a great risk of receiving penalties from Google or any other search engine. Some of the most common actions are Cloaking, Spinning, SPAM on social platforms or blogs, or Keyword Stuffing. Although their results can be effective in a very short period of time, they constitute an undesirable alternative because they do not add value and their effects do not prevail over time.
  • White Hat SEO: Includes all those measures and actions that follow the line of guidelines set by search engines. White Hat methodologies are favorably perceived by search engine algorithms and are based on ethical approaches. Currently, search engines have developed very sophisticated systems to detect what content really adds value to the end user, a feature that only occurs in White Hat movements where the needs and expectations of users are understood as a cornerstone.
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Why is SEO so important?

SEO has become a fundamental discipline within the digital ecosystem because it provides value to both web pages and content.

In addition, the user experience is enriched, at the same time, search engines are perfected from more precise and transparent content analysis and management systems.

We could say that SEO works as a kind of language that allows search engines to understand the meaning of the content that web pages contain in order to then make an evaluation of them and determine if they should be shown with greater or lesser priority than others. the users.

How do search engines work?

The operation of a search engine is divided into two basic processes:


Bots are those automated systems that systematically track the information that exists on web pages . One of its main parameters are the links.

Just as any human being would do when browsing the contents of a website, the bot reviews all the links and collects information about said web page.

The analysis process of these intelligent resources begins with a list of web addresses from previous traces or from the sites provided by other websites.

The bots are configured to very quickly detect changes occurring within established platforms and also the opening of new websites.

Based on their own algorithms, the bots are able to decide which web pages they should analyze, how often they should do it or how long the crawling sessions should last.

For this reason, it is very important to ensure proper optimization at the user experience level , especially with regard to updating content or reducing loading time.

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However, it is possible to establish communication with said bots and transmit specifications about our content.

For example, if a website wants to restrict the crawling of certain pages to prevent them from appearing in search results, it can specify it from a file called ‘robots.txt’.


When the process of tracking and collecting information has finished, the web pages subject to evaluation are entered into an index. It is in it, where an order is established taking into account factors such as the nature or quality of the content, authority or relevance .

Thanks to this data collection, it is much easier for the search engine to identify which results are most related to a given search.

In the past, search engines reduced their analysis criteria to order and distribute content by only taking into account the number of times a keyword was repeated in the content.

When formalizing a search, a search was made in its index of those terms to locate which were the websites that contained them in their texts.

The result was an order based on the number of times a keyword appeared, but not on the quality of its context or other factors.

The first search result was simply that of a web page that had repeated the term searched for more times in its content.

Nowadays, analysis systems have been perfected and are much more intelligent. Some of the data involved in positioning are the date of publication, the presence or not of multimedia files, the density of keywords, the length of the text…

After web pages are crawled and indexed, the role of the algorithm comes into play. When we talk about an algorithm, we are referring to a type of computer process that is capable of comparing which websites should appear before or after on the results page.