14 pasos de SEO para nuevas empresas.


Para las nuevas empresas no es fácil separar por completo el producto del marketing, tanto de forma estratégica como organizacional. Y es que un gran producto no tiene ningún sentido sin una audiencia, y una gran estrategia de marketing no puede hacer mucho por un producto que no funciona.

El marketing y el producto tienen que coexistir, y para establecer el lanzamiento del primero y la estrategia del segundo, hay cinco canales básicos con los que hay que contar: el marketing de pago (SEM, display, etc.), el marketing social y viral, el SEO, desarrollo de negocio y asociaciones, y las relaciones públicas.

Las compañías que están empezando no pueden desarrollar acciones publicitarias a gran escala, porque son caras y complicadas, mientras que las relaciones públicas y el desarrollo de negocios van cobrando forma a medida que la empresa se desarrolla. Por ello, ¿qué puede hacer una iniciativa que acaba de nacer?

Más allá de las redes sociales y su capacidad de viralidad e interacción, el SEO, y por tanto Google, es otra herramienta que no hay que perder de vista y que ayudará a las nuevas empresas a aumentar su audiencia sin tener que realizar una inversión. Además, el SEO es mucho más efectivo cuando se establece sobre el producto. Pero, ¿cómo se desarrolla una acción de SEO? Ryan Spoon, inversor de Polaris Venture Partners y Dogpatch Labs y fundador de beRecruited.com, ha repasado en TechCrunch los 14 pasos de SEO para nuevas empresas.

1. El contenido es el rey: el objetivo de Google es asociar cada búsqueda con el mejor contenido exclusivo. Además, los mejores contenidos son los que ganan a largo plazo.

2. Palabras clave: ¿A qué búsquedas quieres llegar? Piensa en lo realística y relevante que es la búsqueda, en si llegará a los clientes que hagan la búsqueda, si hay volumen suficiente para esa búsqueda, si ya hay mucha competencia que utiliza ese mismo término y quién es esa competencia, es decir, grandes o pequeñas marcas. Una vez que hayas determinado cuáles son las claves de la búsqueda, crea un portfolio depalabras clave a través de herramientas como Google Traffic estimator.

3. ¿Se puede encontrar? Los contenidos son el aspecto clave del SEO, pero también tienen que poder encontrarse. Para ello puedes incluir links a contenidos de páginas con mayor valoración o tráfico; mezclar contenidos populares, recientes y aleatorios; crear listas y guías de típicos; utiliza gráficas, cuadros y barras laterales; actualiza robots.txt, y crea un mapa del site en Google.

4. Accesibilidad: no todos los contenidos deben ser accesibles para todos los motores de búsqueda y con robots.txt puedes elegir qué quieres esconder. Eso sí, ten en cuenta que se trata de un archivo público, por lo que cualquiera podrá ver qué secciones estás escondiendo.

5. Estructura de la URL: la URL es tan importante como el texto. Por ello, debe ser descriptiva y reflejar el contenido. Para ello, hay que utilizar palabras clave y no códigos y, en caso de que éstos sean necesarios, hay que minimizarlos y moverlos hacia el final. En la URL hay que incluir palabras clave que hagan referencia al contenido y hacerlas lo más cortas posibles para poner el énfasis en estas palabras clave. Además, las URLs demasiado largas tienden a verse como spam y las palabras clave pasan desapercibidas.

6. Titulares: los títulos y titulares de la página tienen que seguir una estrategia similar las de la URL. Hay que recordar el objetivo y las palabras clave, hacer que la URL, el título de la página y los titulares coincidan o estén relacionados y acortarlos lo máximo posible. Además, los titulares en la web tienen que ser como los periódicos: lo más importante al principio y lo menos importante se irá situando a la izquierda y en la parte inferior.

7. Anchor tags: este tipo de etiquetas son importantes porque son hipervínculos, lo que mejora la posibilidad de que ese contenido sea encontrado, y ofrecen un contexto a los links. En estas etiquetas anchor hay que utilizar la misma etrategia de etiquetado y optimización de palabras clave que en las URLs, títulos, titulares y metas.

9. Mapas del site en Google: Google Sitemaps es una herramienta automatizada que alerta cuando hay contenidos nuevos o actualizados y que mejoran la capacidad de ser encontrado, pero sin afectar a los rankings. Es especialmente útil para páginas con una gran cantidad de contenidos, con unos contenidos muy dinámicos, o que son difíciles de encontrar.

10. Indexar imágenes: las imágenes están integradas en las búsquedas de Google, y también tienen que optimizarse. Para ello se pueden utilizar las Alt Tags, que rodean la imagen de palabras clave y ofrecen otra ruta de acceso a la búsqueda.

11. Blogging: los blogs son tremendamente poderosos y se utilizan muy poco. Pero para el SEO y la adquisición de tráfico, WordPress es una herramienta casi perfecta. Para aprovechar esta oportunidad hay que instalar el Plugin “All in One SEO Pack” y asegurarse de que las funciones “visibilidad” y “pingomatic” del site están activadas. Después, sólo hay que optimizar los permalinks de la URL. También se pueden escribir entradas en el blog basándose en lo que se está buscando, utilizando la herramienta Google Hot Trends, y distribuir y difundir los contenidos a través de redes sociales.

12. Nuevos medios y nuevos formatos: las páginas de los buscadores no dejan de cambiar. El objetivo de Google, y otros motores de búsqueda, es ofrecer los contenidos y formatos más relevantes y actuales. Las empresas que quieran aprovechar esa constante renovación tendrán que estar a la cabeza de las novedades, adoptando todo tipo de plataformas y formatos nuevos.

13. Analiza: hay que analizar y estudiar los datos para determinar qué es lo que funciona y hacia dónde hay que dirigirse. Para eso, hay que remitir las búsquedas, hacer rankings con las palabras clave y con la competencia y dividir estas etiquetas en función de la fuente o el motor de búsqueda. Herramientas como Google Analytics, KISSmetrics, SEOmoz y Seobook pueden ser muy útiles en este proceso.

14. Tasa de retorno: el tráfico a una web desde un buscador suele ser una primera y única visita. Por eso, es importante optimizar la retención y la conversión de los usuarios. La página de destino tiene que ser descriptiva, acogedora y accionable.

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