Many factors influence Web Positioning, and when hiring a professional SEO service, we have to take into account two aspects of SEO:

SEO On Page: Everything that is under our control and is on the website.

SEO Off Page: These are external factors that are not under our direct control.

In addition to this, two groups of tasks must be carried out on a website, and that can be carried out independently, being two different activities within the same discipline. These are Active SEO and Passive SEO (they are rarely used terms). While one group of tasks consists of avoiding hindering, the other tries to benefit, and to clarify this a little more, I will explain part by part what we do about it.

Note: Do not confuse these terms with SEO On Page and SEO Off Page, they are related, but we are talking about activities, not strategies.

Passive SEO

A proper SEO Professional will know that not everything is content; from the moment we start to develop a web page until the moment we create it, we must think about SEO. We cannot leave it for later.

Passive SEO consists of those tasks carried out during the development of the web page not to hinder the indexing of content or the accessibility and usability of the site. It also happens that when they request this service, the client’s website is not optimized for SEO, so we have to use the code or, in the worst case, do it again!

Professional SEO Service

BEWARE of WORDPRESS: If you made your website in WordPress and think that this does not affect you, you should know that WordPress helps SEO because of its structure, but that is not everything. A template (Theme), even if it is Optimized for SEO, will always need to go through the hands of a professional who can optimize it. You cannot get the perfect code for our website with a multipurpose code; you will always have to make adjustments.

Some tasks that we perform for Passive SEO are

Ensure that the site offers a good user experience :

Fast charging on Desktop Computers, tablets, and cell phones.

Correct treatment of images.

Correct use of Fonts; it must have good readability.

There must be correct content architecture. Find what you are looking for in a few clicks.

Use of friendly and natural URLs.

Use of appropriate titles for each page.

Add Tracking codes to work correctly with Active SEO.

Define rules for search engines (Robots.txt, sitemaps, etc.)

In some cases,   offer documentation to guide the editor in managing content.

Reduce unnecessary requests and processes.

Do you want to do a quick check of your website?

Go to: GTmetrix.com

The results that will appear after a few seconds will indicate the aspects that slow down or block the visualization of our website and also demonstrate how critical it is for the loading speed.

Gtmetrix-results

1 and 2: They are analyzed simultaneously with Yahoo! and Google’s (YSlow and Page Speed), both serve the same function but are based on different standards. It is necessary to have some knowledge of programming and design to interpret the information.

3: Loading time, if it takes more than 5 seconds, swear that not all your visitors will be willing to wait another second.

4: Page size, The total weight of the page, if it is too heavy, on a tablet or phone with inadequate coverage, it may not open properly.

5: Requests to the server, the fewer, the better; while a corporate page will do very few, an online store will do a lot. It must be interpreted on a case-by-case basis. If our website receives many visits per month, having more than 100 requests can lead to the crash of our server.

Active SEO

This is the part of the job where we polish up all of the above. Once our page is ready to receive the search engines and deliver all its content, the work of ants comes, which consists of doing multiple activities based on positioning the content according to the interests of our target audience. Here several strategies are combined (SEO On-Page and SEO Off Page).

Active SEO is all those tasks aimed at obtaining results over time. We have to constantly apply them to improve, such as the initial analysis of search terms to adapt our content to users’ interests. It is also essential to analyze and compare our website with the competition.

Some tasks that we perform for Active SEO are:

. Inclusion of the website in directories, search engines, etc.

. With the follow-up, we analyze the results to make modifications to the . . site that may improve the products. ( Google Analitycs, among others ).

. Elaboration of clean, orderly, standard, and semantic labelling.

. Use of appropriate content and natural texts.

. Maintain the structure of your website as it grows.

. Optimize your keywords.

. Use additional passive traffic generation methods.

. Use SEO Off-Page strategies (link building and backlinks).

. Examine;

. Word density percentages.

. Places where traffic accesses.

. Permanence on the page.

. Heat maps of a web – Places where traffic moves.

. Image optimization, among others.

Although an essential part of the knowledge of an SEO is the aspects associated with the content, and everywhere we always read “content is king” (and I strongly agree), it is not everything, far from it in this age. Part of Active Positioning’s job is also continually fine-tuning, debugging, and refining a web page. It can be the difference between finding you on page 3 or the first.

Unless strange things happen or Google wants to demand something new (like when it decided to give more importance to pages that can be seen well on phones), Passive SEO should not be touched again. And the hard work falls on the usual SEO tasks (those that we read everywhere).

Tips to improve web positioning

An attitude of an SEO Professional

One last critical point when hiring a professional SEO service and that I consider fundamental: not ensuring short-term results. If, before analyzing, monitoring, seeing, and knowing your competition, they assure you to be on the first page in less than three months, I would tell you to run away.

If someone assures you of short-term results, they will do everything possible to achieve them. It will even be able to damage the reputation of your domain to get there. Do you want to appear in the first results in 2 months and after the third month, not appear more?

Algorithms and penalties

Google has a large number of algorithms that are responsible for modifying the positions of the webs in its index. Within these algorithms, these are the 4 with which an SEO Professional will deal almost every day. If they find a page that does not comply with Google’s rules to improve positioning, it will penalize our website, seriously harming all the effort we have made so far.

SEO guide – Google algorithms

Google Panda: is in charge of analyzing the quality of the content of a website. Be careful that there is no duplicate content or little content. Panda’s algorithm is already integrated in real-time when analyzing a website. Panda penalties are instant. This penalty is algorithmic, and as soon as the problem is fixed and Google goes through your website again, you will recover the rankings you lost due to the penalty.

Google Penguin: it is responsible for analyzing everything that has to do with the links on a website. It is the most feared algorithm because, unlike Panda, it is not integrated in real-time. The problem with being penalized by Penguin is that your website will not get out of the penalty until Penguin passes again, or so the theory says.

Hummingbird: The main objective is to understand the user’s search intent. Imagine someone looking for: Barcelona Restaurant. What are you looking for, a restaurant called Barcelona or a list of restaurants in Barcelona?

Pidgeon: This is the algorithm in charge of Local SEO. However, the proximity of a business is a crucial factor for Local positioning.

Conclusion

Passive SEO tries to avoid the structure fundamentally and basic configuration of the web page to prevent its subsequent organic positioning.

Active SEO allows building the Web Design in a constructive way on it. The action is continuous and constant for centuries and centuries.