Search Engine Optimization or SEO is a set of techniques and tools used to optimize web pages, so that search engines, such as Google, can read them more easily and quickly. It is essential that each page is relevant to the content and that they speak clearly and concretely so users also can find the content they’re searching for.

Search engines work like large libraries  where millions of pages and content is stored, indexed, ordered and classified to show users the best results for their searches. 

The algorithm of a search engine performs its calculations and evaluations to decide which results should appear first, sharing space with the ads of companies that have decided to invest resources to position themselves among the first results through programs such as Google AdWords. This last practice is called SEM (Search Engine Marketing). 

We can summarize the main SEO criteria in the following: 

Keywords in SEO

SEO works with the keyword or keywords that will be used as a guide for the search engine to understand the content of a website or category. These keywords will have to be related to the theme of the page, otherwise the search engine will not understand the information. 

Reputation in SEO

A good reputation in SEO is generated when all the requirements that a web search engine asks for to position correctly are met, starting with quality and original content, that is differentiated and that responds to user demands. When one web page contains links to another, it is usually a recommendation that the web page contains good information. It is important that the links you get are of good quality and from related sites. 

SEO The authority 

Search engines consider the popularity of a website and, therefore, all the information it contains. The more popular a website is on a subject, the more relevant information it is considered to have. 

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