SEO (Search Engine Optimizer) is a discipline of Online Marketing that aims to make a website appear in the top positions of a search engine, when certain related keywords are entered.
For a company, appearing in the first positions of Google brings excellent benefits, since it is currently the first source of information search, as well as free. When a potential customer searches for a certain product or service, being in the first or second position is essential. A good web positioning is a first class marketing tool.
The set of specific techniques of natural positioning is very extensive, since the formulas used by search engines to decide which results to show, compute more than 200 variables. SEO consists of improving each and every one of these variables, in order to improve the global valuation. These variables can be classified into two large groups. The On-Page factors (inside the page), and the Off-Page factors (outside the page).
SEO should be achieved through “naturalness”, as its name suggests. These factors should not be forced beyond what is necessary, since search engines can penalize this behavior, and in extreme cases, even completely de-index a website.