But what do you need to know to rank well in Google search results? We spoke with Isaac Castejón, Director of Castleberry Media , and he told us about the basics of SEO to keep in mind and some strategies to stand out from the crowd and reach the top positions on Google.
Q: What are the basic SEO aspects that a website should have in retail email list to rank better in search results?
Isaac Castejón : Within Google's algorithm, there are approximately 100 different variables. It is a complex algorithm that has been developed over many years. Although we do not yet know how it will work with Chat GPT, in general, Google uses around 100 ranking factors to determine whether a piece of content should appear on the first pages of results or in a lower position.
As for the basics of SEO, there are meta tags, alt text, well-structured URLs, and proper site navigation. Additionally, it is important that the site is optimized for mobile devices and that the page loading speed is acceptable, preferably around 70% or 80%. Complying with these basics is essential for a page to have the potential to rank in search results.
SEO Elements
Q: Apart from these basic SEO aspects, which are related to page layout, are there other important factors that influence a website's ranking in Google search results?
IC : Yes. Within the Google algorithm, there are two key factors that carry a lot of weight: backlinks ( external links) and content.
Backlinks in SEO
Why backlinks ? Because that was the way Google won the battle. Before Google, there were other search engines like AltaVista and Yahoo. However, Google realized that the quality of external links pointing to a website has a significant impact on its relevance.
For example, if a company that sells legal services has backlinks from reputable websites such as Forbes, CNN, or even government entities, Google considers that site to have a higher reputation and relevance compared to a new one on the market that does not have any backlinks .
This understanding allowed the company to develop a more advanced algorithm than its competitors, who relied primarily on keywords. Google’s approach resulted in better results for users, as it showed more relevant and trustworthy pages based on backlinks and the quality of the information they offered.
Content in SEO
In addition to these links, content is another key factor for Google. When you perform a search on the engine and ask a specific question, the algorithm looks for the most accurate and relevant answer. This involves evaluating both the content of the pages and the backlinks .
If a legal services company has numerous backlinks , but does not provide relevant information on, for example, how to register a trademark in Colombia or internationally, Google will show other pages that do address that topic, since the relevance of the content is essential.
It is therefore crucial that websites contain content that is consumer-oriented, end-user-oriented, and well-structured. This increases the likelihood that the content will be considered relevant and useful by Google's algorithm.
Q: What does search intent have to do with content positioning in Google results?
IC: When a user performs a more focused and precise search, Google tends to give greater relevance and ranking weight to content that satisfies that particular search intent . On the other hand, if content tries to cover too many things in a single article and does not focus on the user's true intent, it is less likely to rank effectively.
