Find out what we did to get a client’s new webpage permanently in the firsts Google results in Spanish, in a very competitive category, in just 4 months.
Not all businesses offer flashy, viral products or services, novelties, or those that are accepted by everyone; however, they must equally compete for a piece of cake and survive.
The path is more difficult if the company is new in a market that has been on the Internet for more than 15 years. In the beginning, we compete from scratch, almost, and we have millions of pages ahead of ours in the search results of the keywords we select.
The challenges of positioning a page in Spanish Google, in a difficult market
One day a client contacted us from Europe, he was very clear about his goal: to reach the first places in the searches related to his keywords, in a language that was not natural for them: Spanish.
When he contacted us, he emphasized that it was a difficult area because of the following:
- A lot of competition in the market, some companies with more than 10 years of presence.
- Many pages in the same niche are swindlers and display websites of poor quality or illegal, which are detrimental to the image of the market.
- The issue was considered illegal or heavily regulated in countries such as Uruguay and the United States.
- The Spanish language is not spoken the same in Mexico, Venezuela or Chile. There are variations in the meaning of words depending on the country.
Therefore, many media do not publish sponsored articles related to their topic.
Our client already came with a web page very well developed by themselves, an impeccable technical SEO, great and well-thought content for their audience. This is elementary. It is not the same to sell something good than to sell something that is bad, as if it were good.
For proper SEO, think of it as a party
We tell our clients that SEO strategies could be compared to when we prepare a party: First, we must have the house ready before the guests arrive. We must prepare food, music, decoration, etc. After this, we make them happen and send invitations.
In SEO strategies it is the same. We must prepare the page, ensure that the user experience is perfect, and zero technical errors or content. Then, the speed of the site must be consistent, optimized images, codes and JS that do not hinder, functions and automation that work well, etc. Lead-Magnets to obtain our visitors’ emails, and automatic subscription confirmation emails must work properly.
In the case of our client, they were ready to start with the next phase of the SEO strategy: Off-Site tactics or Link Building.
What are Off-Site tactics?
They are all those tactics made outside of your web page; most of them are activities known as “Link-Building“.
With this, we refer to the links that are created in other pages and that point to yours.
If a page links to another, search engines such as Google assume that the one being mentioned is good, therefore it increases its position within the search results.
White Hat and Black Hat tactics for positioning in Google in Spanish
There are many types of tactics within Link-Building to position a page in search engines. Those that use ethically correct methods, organic or paid are called White Hat.
Those that on the contrary use codes, link farms, private networks, and others, to try to circumvent the system and make believe that there are many links to the page, they are called Black Hat.
The Black Hat techniques are not recommended because sooner or later the search engine realizes it, and if so, the page may get blocked (banned) from the search results indefinitely.
Within the White Hat tactics, there are also some that are better than others. We must suggest to the other page to make the link as a “Do-Follow” instead of a “No-Follow” type.
Do-Follow and No-follow links.
Possibly you may want to place a link on a page of your website to something you do not necessarily recommend, but you want to link it to illustrate the users and to guide them to the original source. In that case, you will place a label to it as a “No-Follow” link. This way you tell the search engines that the link is not necessarily recommended by your page.
This is also done when the web to which they link has a domain or page authority lower than yours.
Among the forms of business positioning with White Hat linking strategies we can mention these in order, from the best option to the worst:
- Sponsored articles.
- Guest Post.
- Articles in social media like Medium, LinkedIn Pulse.
- Links in content not written by us.
- Comments in forums, articles or publications of social networks.
- Sponsored comments in forums, articles or social media.
It should be noted that there are dozens of more ways to backlink, we only mention a few to illustrate. In the case of our client, we jointly established a content marketing strategy and some of the elements mentioned above, with special emphasis on sponsored articles.
Some digital media allow you, for a fee, to publish articles that contain a mention to your brand or a link to the website of your choice. In the market, sponsored articles have prices ranging from $25 to $3000, depending on the blog/website and its traffic volume.
In our case, we chose those that had more than 5000 visits per month, measured with our own tools, not the numbers shown by the media owners.
We chose credible means, with good traffic, good DA and PA that were active and with a good look and feel. In the end, we selected about 500 media out of our database; we contacted and negotiated with them the price, according to the traffic.
Internally we set out to publish a certain number of articles per week, a certain amount of comments and other elements. The client already had a clear budget for this on a monthly basis, and there we maintained by ourselves.
Content according to the Link Building
The next step, after contacting the media that were willing to publish content from this competitive niche was to create unique and fresh content.
We prepared a strategy to start writing and publishing the sponsored articles, the team of editors prepared and maintained the weekly goal, we regularly sent the articles to the media, they gave the approval and published them.
Being constant, both the client and us, allowed us to reach the first places of search results in Spanish in less than six months, in the keywords that the client wanted.
They rubbed shoulders with pages of more than 10 years of presence.
Positive features of this strategy
- Lasting over time: This type of activity allows the positioning in Google results in Spanish, and the DA and PA to endure over time. One of the things we were looking for is that the articles were published on the homepage and then to remain on the website (not on the homepage) forever, or at least 3 years.
- It is relatively fast. There are business pages that take months or years just to rank among the first 100 search results. With our strategy slightly explained here, we managed to raise positions from the bottom up to the first places in Spanish, in a very competitive market.
- It allows the job of creating links to be strong at the beginning, leaving space then for a maintenance strategy.
This strategy is not for everyone or for all types of businesses, you’ve read about the positive features, we must also show the other side. This strategy is not cheap, business owners should take into account marketing costs, content creation, and publication price.
If you have a business that you want to position it well on Search Engines, contact us to help you plan and execute a strategy according to the needs of your market, no matter how difficult it is or how many competitors you have, everything is possible with the correct know-how.