Search Engine Optimization articles.

How to create a Digital Communication Plan

How to create a Digital Communication Plan

Internet communication has changed a lot in recent years. The massive entry of companies into the network, added to the entry of new users caused by COVID-19, requires digital marketing professionals to be up to date and carry out their plans using the strategies and techniques that really work. Digital marketing is a discipline in full expansion, but also in full change and evolution.

During this week, I have had the pleasure of giving in Andorra three monographic workshops on SEO, advertising and web analytics, respectively. And a face-to-face course dedicated to the creation of the Online Communication Plan for tourism companies.

I am writing this article, not to talk about the course, but to talk about the methodology with which I help create digital communication plans. I would like to share with you the framework that we use at the UNWTO, the United Nations agency that is responsible for helping the development of countries through Sustainable Tourism, to help companies and destinations create their online communication plans... if it can help you to prepare yours, whether or not you are from Tourism.

With that said, let's move on to the framework that will help you create the plan. It's called SOSTAC, which stands for Situation, Objectives, Tactics, Action and Control.

Points of a Digital Communication Plan

SOSTACCreating a Situation Analysis

We will carry out a small analysis of our organization to remember what the mission was when it was created, what our values ​​are and what our business model is. Also current types of clients, what our competition does on the Internet, trends in the sector, etc. With all this information the company will create a SWOT. With the SWOT in hand, you will create a CAME (you will define actions and strategies to neutralize the negative points and value and enhance the positive points of the SWOT).

If you want more information about doing a SWOT or a CAME, I have put some links at the end of the article.

Setting realistic goals

We will define clear, measurable objectives based on current numbers. To create the objectives, it is better to start by creating a sales funnel to know the current conversion rates, and from this data to be able to set realistic objectives.

Defining our digital strategy

We will draw up a strategic plan defining customer, price, marketing, communication and brand strategies.

In the bibliography you will find an article of mine where I develop more how to create digital communication strategies.

Identifying the best tactics

We will plan the tactics that will help us get customers to arrive automatically and in a sustained way. Inbound marketing and content creation will be our main tactics.

Creating the Online Action Plan

We will define a whole series of actions to achieve the objectives that we have set for ourselves. Actions to attract traffic to the website (SEO, SEM, network advertising, natural presence on social networks, presence in online media, presence in online markets and direct marketing [email marketing or Whatsapp marketing]). Actions to convert visits into customers (persuasion, trust and good user experience [UX]). And actions to build customer loyalty.

Controlling the Online Communication plan

We will create a measurement and control plan to ensure that the actions are leading us towards the proposed objectives. We will define KPI (Key Performance Indicators) and we will use some data visualization tool to easily interpret the data (we can use the control panel of google Analytics, or use Google Data Studio and thus be able to aggregate data from more than one source).

You will have to work on all these points step by step, so that at the end of the process you have an Online Communication Plan that guarantees you to achieve the strategic objectives that you set for yourself, and an action plan that allows you not to have to improvise.

You will find more information here:

I hope this article will help you.

As always, receive a big hug.

We're going talking.

The location of your website hosting no longer influences Google results

International SEO

March 24, 2022 If the Earth is flatMarch 24, 2022

This week John Mueller, the person in charge of relations with SEO professionals on the part of Google, responding to a question about how changes of hosting affect web positioning, confirmed that Google no longer takes into account the IP of the hosting to determine which is your target market.

International SEO International SEO This week John Mueller, the person in charge of relations with SEO professionals on the part of Google, responding to a question about how changes of hosting affect web positioning, confirmed that Google no longer takes into account the IP of the hosting to determine which is your target market.

This week John Mueller, the person in charge of relations with SEO professionals on the part of Google, responding to a question about how changes of hosting affect web positioning, confirmed that Google no longer takes into account the IP of the hosting to determine which is your target market.

Here I leave you an article that I wrote a few months ago and where I explain how to carry out a

Depending on how your hosting is and where it is, your website will take longer or less to download. With the new Web Core Vitals criteria, the speed of your website really matters, so make sure you pass all Google tests.

Depending on how your hosting is and where it is, your website will take longer or less to download. With the new Web Core Vitals criteria, the speed of your website really matters, so make sure you pass all Google tests. Google Speed ​​Test.

But speed is not only important for Google but also for your users. On a slow web, people tend to browse fewer pages and therefore complete fewer goals. Speed ​​affects the usability of your website, don't hesitate! For this reason, Google incorporated it into the results ordering algorithm many years ago.

But speed is not only important for Google but also for your users. On a slow web, people tend to browse fewer pages and therefore complete fewer goals. Speed ​​affects the usability of your website, don't hesitate! For this reason, Google incorporated it into the results ordering algorithm many years ago. Find out how Google's “Page Experience Update” affects you.

If your website attacks more than one country and has speed problems due to distance, a possible solution is the use of Content Delivery Networks (CDN). A service that is contracted in the country of destination and that serves your website as if it were from a local hosting. The most popular is Your website attacks more than one country and has speed problems due to distanceIf your website attacks more than one country and has speed problems due to distance, a possible solution is the use of Content Delivery Networks (CDN). A service that is contracted in the country of destination and that serves your website as if it were from a local hosting. The most popular is

Your website attacks more than one country and has speed problems due to distance

If your website attacks more than one country and has speed problems due to distance, a possible solution is the use of Content Delivery Networks (CDN). A service that is contracted in the country of destination and that serves your website as if it were from a local hosting. The most popular is

This hack is partly the fault of poor website maintenance (outdated plugins, basically, as well as malicious plugins installed inadvertently). But it is also the fault of the hosting, which does not take drastic measures so that this does not happen.

This hack is partly the fault of poor website maintenance (outdated plugins, basically, as well as malicious plugins installed inadvertently). But it is also the fault of the hosting, which does not take drastic measures so that this does not happen.

although the IP of your web hosting no longer affects your international positioning in Google

Although Google no longer takes into account the IP, it is necessary to remember that if our target market is Russia (yes, I know that right now the oven for buns is not there and that we do not have anything that interests us in Russia… but just in case… ) and therefore the SEO is carried out in Yandex; or if our target market is China and the SEO is carried out in Baidu, both search engines do take the IP into account and strongly penalize websites that are not hosted in their territories. So, in these two cases, the solution to be able to reach your market is still to hire a hosting in these countries…. Ahh (<— sigh)…. Digital barriers... and people think they don't exist...

I hope this article has been useful to you and helps you in international positioning.

sigh sigh.

I hope this article has been useful to you and helps you in international positioning.

Kisses.

the tools that I mention can be useful to you to complement the entrance to the Russian market through SEO

November 11, 2021

November 11, 2021

November 11, 2021

  • November 11, 2021
  • SEO in Russia
    November 11, 2021
    This service is also like Google's, so you can use it intuitively. It has an English version.

so you can use it intuitively

This service is also like Google's, so you can use it intuitively. It has an English version.

If your service is international, surely the searches will be done in English This service is also like Google's, so you can use it intuitively. It has an English version.

If your service is international, surely the searches will be done in English

The optimization of your website should be the same as with Google. Metadata, semantic markup, SEO friendly URL… normal in any SEO strategy. The only problem is that Yandex heavily penalizes websites whose IP is not Russian. So I recommend that if you really want to enter the Russian market, hire a hosting there and have a Russian IP and if possible, a .ru domain to make you look more local.

semantic marking

Again, like Google, an SEO strategy in Russia involves Linkbuilding. This is an absolutely necessary tactic to rank well on Yandex. You will have to do the same as you would in your country: get links on collaborative websites, in the Russian press, in Russian universities, in Russian blogs, etc... a complicated task. Sometimes it is better to hire a public relations agency and let them take care of this part.

so you can use it intuitively

As in any international SEO strategy, Google Analytics will tell you if you are doing well or not. If you manage to index yourself well and position your page, you should start to see how visits to your website are increasingly international and originating from Russia or from related countries where they also use Yandex.

As in any international SEO strategy, Google Analytics will tell you if you are doing well or not. If you manage to index yourself well and position your page, you should start to see how visits to your website are increasingly international and originating from Russia or from related countries where they also use Yandex.

If you manage to index yourself well and position your page If you manage to index yourself well and position your pageAs in any international SEO strategy, Google Analytics will tell you if you are doing well or not. If you manage to index yourself well and position your page, you should start to see how visits to your website are increasingly international and originating from Russia or from related countries where they also use Yandex.

We're going talking

A hug

Find out how Google's “Page Experience Update” affects you

He "Page Experience Update”Is the name given to the change Google made to its algorithm in mid-June. This change includes the famous “Core Web Vitals”. Here's what Google's goals are when implementing this change, how it can affect your website, and what you should do to fix it.

What is the goal of Google when applying the "Page Experience Update"

With this change, Google searches for 5 things:

  • Make your website useful. That is, that meets the needs of your customers.
  • Make it usable. In other words, it is easy to navigate, intuitive and suitable for all types of audiences.
  • May it always be available. In other words, that it is always online and does not have 404 errors ("page not found") or things that do not load.
  • Make it functionalJuly 30, 2021
  • Make it trustworthyJuly 30, 2021

Changes in Google algorithm parameters

July 30, 2021

  1. July 30, 2021
  2. July 30, 2021
  3. July 30, 2021
  4. Web without deceptive pop-ups, or traps that prevent you from seeing the real content of the page, or hacks, or strange things.

How you can improve your positioning

Below I explain 5 things that you should improve on your website, as soon as possible, if you do not want to be affected by the change in the algorithm and you do not want to suffer the Google penalty.

1 - Improve the speed of your website: carry out the Google speed test with your home page, with a page with the product categories and with that of a product sheet. When you take the test, Google will tell you if you are approved or suspended, both for mobile and desktop. Make sure you pass both. If you don't pass them, Google will tell you right there what you have to do to pass both exams. You will find the test here: Google Speed ​​Test

2 - Improve usability: Each element of your page should add value to your users, should not distract them from his / her purpose and should be useful to them. In a corporate website this is not very difficult ... surely you are already doing it well. The problem is going to be news websites, with a lot of publicity. I think that you are going to consider that advertising as something that distracts the user and that these websites are going to receive a slight penalty. We will see it with a little more time, it is still early to see how it affects them.

3 - Optimize your mobile version even more. Since May of last year the mobile version is the main version of your website. You must be aware of it. Stop looking at your website through a desktop computer and look at it and use it from a mobile. It should be flawless, easy to use, all clear and without any mistakes. You can take the Google test for mobile versions here: Google test for mobile versions

4 - Update your content and make sure that everyone can see it well. A good user experience involves finding relevant content and, at the same time, ensuring that this content can be read by everyone. For example, when a blind person enters your website, his browser will read everything he has on the screen. You must ensure that their user experience is the same as that of a non-blind person. If the person has a low degree of vision, they should also be able to have a good user experience by zooming in on fonts (CRTL+ “+”). For this you have to make sure that the programming of your website meets all the requirements. You can perform a test to validate your code here: A good user experience involves finding relevant content and, at the same time, ensuring that this content can be read by everyone. For example, when a blind person enters your website, his browser will read everything he has on the screen. You must ensure that their user experience is the same as that of a non-blind person. If the person has a low degree of vision, they should also be able to have a good user experience by zooming in on fonts (CRTL+ “+”). For this you have to make sure that the programming of your website meets all the requirements. You can perform a test to validate your code here:. For public administration pages this is a mandatory requirement (it's like having a ramp where there are stairs). For a company, until now it was optional, but with Google penalizing if you don't do it, I would take it seriously.

5 – Make your website secure. I'm not just talking about https (here you will find an article about how to go from http to https). I am talking about making sure that your website does not contain malicious software, that it has not been hacked and that you are placing third-party affiliation cookies on all your visits, that it does not contain spyware, that what you are explaining is not a scam... and that the information is all correct. Here you will find the Google security report in Google Search ConsoleGoogle security report in Google Search Console

Google security report in Google Search Console

I hope this article has been useful to you.

I hope this article has been useful to you.

I hope this article has been useful to you.

Fields in which artificial intelligence is applied ... and new non-scientific professions

This week I give again the lecture on Artificial Intelligence and non-technical professions. It is a talk that universities hire me to publicize the professional opportunities related to Artificial Intelligence among students of non-technical careers. Students of Philosophy, Economics, Business Administration, Tourism, etc. usually attend.

The truth is that artificial intelligence has many applications and therefore offers many opportunities to technical profiles, but also to non-technical profiles. These are some of the main fields in which we interact with artificial intelligences on a daily basis, many times without being really aware of it:

1. Facial recognition

A large number of new mobile phones are opened by recognizing our face. So every morning, without being aware of them, we submit our facial physiognomy to the scrutiny of an AI that decides whether or not we are who we think we are. Facial recognition is used by Facebook to detect photos of us in which we are not tagged, it is used by airport personnel and police forces to detect

2. Artificial Intelligence and natural language processing

Every day we use the voice devices of our mobile phone, our Google Home or our Alexa. Artificial intelligence is applied both in predicting what we want to say exactly, as in understanding the words themselves and executing the orders. Also in SEO we use our knowledge in AI to optimize the positioning in Google.

3. Artificial Intelligence and vehicle navigation

When we open our browser (be it Google Maps, Waze, or whatever) and mark our destination, an artificial intelligence calculates how long it will take to get there and takes into account the traffic, construction work, and any other incident. Also the autopilots work with this type of Artificial Intelligence, to which the information from sensors, cameras and radars is added. Every time you get on a plane, 90% of the flight time is done by artificial intelligence.

4. Machine Learning or machine learning

Machine Learning is the branch of science that seeks to develop techniques that allow computers to learn by themselves. When you take a photo with your mobile camera, an artificial intelligence automatically retouches it based on the image it gets with the various cameras that your device has, while using the information on what that photo should look like, from thousands of of image models from which you have learned how to show what you have photographed. Also when you watch Netflix and it recommends new series and movies that you will surely like, machine learning is involved, making Netflix know you better and better and make better recommendations.

5. Artificial life

These days, in the middle of the COVID-19 pandemic, many of the predictions of infection and contagion rates are made with calculations created from simulations of populations created in artificial environments that show qualities typical of living beings.

6. Expert systems

AIs assist in medical diagnoses and also in your Google Analytics. The term expert system refers to an information system that is based on knowledge of a highly complex and very specific application area. It serves as a consultant and expert assistant for the users of its interface.

There are many other fields, but these that I comment on are the ones that serve me for half a talk, introducing the new professions or at least the professions that I do not see endangered in the near future:

  • As the world is changing and more and more AIs take over many professions, there is and will be a great need to retrain professionals. So adult training is a good field to specialize in.
  • If everything is going to be full of robots, someone will have to educate them. Have you ever tried to educate a chatbot ... it is a complicated task, but someone has to do it ... and we are all going to have robot assistants on our web pages and messaging systems.
  • Many business processes are going to be digitized and automated ... but someone will need to understand the processes and create them properly. Project Management experts have the future assured by deriving part of their knowledge towards processes instead of just doing projects.
  • The main distribution tool is going to be e-commerce… but there are high-value, high-priced products that must be sold personally. The field of sales is still a good career path.
  • The services to people performed by humans and not by machines are going to be increasingly valued. Everything that involves contact between people has a good way out.
  • The creative professions are not threatened either. Artificial intelligence can help us in the design of a marketing campaign both for the predictive part and for the data analysis, but creativity and originality will have to be contributed by a human.
  • Since algorithms are the ones who make most of the decisions, each company will need an ethics committee to determine the decision trees of its AI from the point of view of ethics and morals. A good specialization for Philosophy students.

In general, although according to McKinsey artificial intelligences will affect between 400 and 800 million jobs by 2030 and according to this same source 30% of jobs will be directly replaced by AIs, both people with technical profiles and those who have More literary profiles have good job prospects if they take these changes into account, from now on ... so I don't see it as a threat but as an opportunity.

If you want to know more about the MacKinsey report, go to Xataca they comment and they summarize it in a very understanding way.

If you want to know more about Netflix and AII recommend this article in which the author reviews all the applications.

What is your opinion?

What problems or moral implications do you see in the deployment of artificial intelligence?

We talk to each other

Montse.

MOOC new edition of SEO, Free

Finally everything is ready to start Mooc de SEO we teach from the Unviersitat of Vic in Miriadax platform. On April 16 you will already start this course online, massive and open (Massive Online Open CourseIn English) we offer free through the platform of Spanish universities Miriadax.

We are now in the third edition and for this we have updated the agenda with developments in SEO that will affect the 2018.

  • The changes aimed to end the fake news.
  • Changes aimed at achieving a safer Internet. You can extend this point here: how to move from http to https.
  • Changes designed to get users to see what Google has indexed really.
  • Changes in Google Search Console.
  • As well as changes in some of the interfaces of the SEO tools used in 2018.

Free SEO MOOC

We also took the opportunity to expand the weeks in which the MOOC SEO is open, passing from 6 weeks to 8 weeks, so there will be no rush for students seeking certification or validation of training credits UVic (with MOOC certification can validate the subject of SEO Online Master in Digital Marketing and Social Networks).

I'm sure it will be so successful as the previous edition.

This is the direct link to Mooc de SEO so you can register today.

See you in videos and forum of the course :-)

A hug

Montse.

How to pass a web from http to https

Use https instead of http in your website is becoming a necessity, not only to protect your users, but because improving the SEO of your website. Surely you had planned to do ... but you have not dared even because you know it's complicated. Well, here's this little guide to help you switch from http to https.

(If you want to know before what is https, you will find more information here: what is and what is https.)

Instructions to spend a website http to https

Let's see how we should migrate from http to https for everything to go quickly and without incident:

  1. You need to activate the SSL certificate that you provide your hosting. To do this, enter the control panel web hosting you want to make safer and look for the section "Security". There you should find a sub section called "SSL Certificates" next to the padlock icon. Section and enters that activates the certificate. Usually a free service and is done in one click. If your hosting does not offer this service, you can find it here Let’s Encrypt ... but things will not be so easy.
  2. Now you need to tell your web use the certificate that you just activated. If the web is created with WordPress this is really simple. You download the free plugin "Really Simple SSL" install it and activate giving the 'on' button. There, everything OK. If your site is created with another content manager, looking for the equivalent plugin. If your site is handmade, you must change the .htaccess.
  3. The plugin also ensures that when someone enters an old indexed without the https URL or some old link, go to the right page rather than one with 404 error.
  4. At this point, the web is already working with https, so you can enter it and check it. Unfortunately now we have to change more things: your Google Analytics and your Google Search Console (the old Google Webmasters). Go for it.
  5. How to tell Google Analytics to your site now uses https? You go into your account, you go to the admin area, enter configuration property and once there, where it says "default URL" http https change. Guards, and that's it.
  6. How to tell Google Search Console now using https? You have to enlist a new property ... you can not do anything with the old.
  7. Some other things that can help: Redo the Google Sitemap of your website (in the plugin "SEO by Yoast" if you use WordPress) and give high Google Webmasters again. Google also learns so quickly that now you use https.
  8. If your robot.txt contains instructions on where your sitemap, edit this information and indicates that Your sitemap is now in https.

Well, with this you should have about the web, all right, well sure.

As you see, make the change http to https is laborious, So do it calmly. If you have user registration or especially if you manage an e-commerce then not hesitate, and do it.

If you have any questions about any of the steps, please send me the question through the comments of this article.

A big hug.

What is and what is https

The https is encryption you get when your website is using a certified SSL. SSL stands for Secure Sockets LayerLayers of safe harbor in Castilian ... although almost certainly not this helps you understand that do exactly the SSL certificate and https.

In plain words, use an SSL certificate and therefore data encryption your website gets the following:

1) encrypts data so that if something were in the middle of that data stream and tried to read, I could not do it. You could see the data packet, yes, but not understand them because they are encrypted.

2) Ensures data integrity while being transferred because they can not be altered or intentionally or by mistake.

3) Provides authentication communicating to users that your site is really you say it is so the user can be sure that's your website and not a copy created by someone to steal the access data to your account whatever it will be stolen.

It is especially important in places where there are user registration and even more important in e-commerce sites.

Does https improves SEO?

10:15 am

If you want to read the official statement from Google, you can do so here: "Https as ranking signal