Currently having an online presence is essential for any company that seeks to stand out in its market. That is why search engine optimization (SEO) and link building have become essential tools to achieve greater reach and visibility on the web. But what exactly are SEO and link building, and how can they benefit an organization?
SEO: Definition and Relevance
SEO is a technique and a set of operations applied to digital marketing, whose goal is to improve the position of a web page in the search results of engines such as Google or Bing. In other words, it is about optimizing a page to make it more relevant and attractive to search engines, in order to increase its visibility and, therefore, the traffic to it.
Today most people search for information, products or services online through search engines. If a company does not appear in the first results, it is likely that it will go unnoticed by many users, thus missing a great opportunity to attract new customers and expand its business.
Link building as an SEO resource
Link building, for its part, is an SEO technique that consists of getting quality links to a web page, in order to improve its positioning in search results. That is, it is about getting other web pages to link to a certain page, this indicates to search engines that said website is relevant and of quality.
How does it work? In general, there are two types of application of link building service: internal links, which connect different pages within the same website, and external links, which come from other sites. The latter are the ones that have the most impact on the positioning of a page. However, not all external links have the same value: those that come from quality websites that are relevant to the sector in question are the ones that will really help improve search engine rankings.
Benefits of SEO and link building for an organization
Some of the benefits that can be obtained by implementing SEO in conjunction with link building operations have to do with four central axes.
The first of them is the gain in visibility due to a better exposure of the site within the first page of results. This will help direct traffic to the site.
The second of these axes follows from the first, and has to do with the credibility that the site will obtain, by appearing in the first results of the most widely used search engine worldwide. The company’s reputation will benefit from better positioning.
The third axis will be the increase in customers as a result of the increase in visibility and traffic. Greater economic growth of the organization will be what will allow the company to expand. And finally, the implementation of SEO and link building represent an investment that nourishes the image of the brand, constituting one of the investments with the highest return in the long term.