Search Engine Optimization articles.

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

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He "Page Experience Update” es el nombre que se ha dado al cambio que Google realizó en su algoritmo a mediados de junio. Este cambio incluye el famoso “Core Web Vitals”. A continuación, te explico cuáles son los objetivos de Google al implementar este cambio, cómo puede afectar a tu sitio web y qué debería hacer para solucionarlo.

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

Con este cambio Google busca 5 cosas:

  • Make your website useful. Es decir, que cumpla con las necesidades de tus clientes.
  • Make it usable. O sea, que sea fácil de navegar, intuitivo y apto para todo tipo de audiencias.
  • May it always be available. Dicho de otra manera, que esté siempre online y no tenga errores tipo 404 (“page not found”) o cosas que no se cargan.
  • Make it functional. Es decir, que sea accesible para todo el mundo no importa el tipo de navegador que utilicen o el tipo de configuración que tengan.
  • Make it trustworthy. O sea, que tu contenido sea creíble y que los usuarios lo sientan así.

Changes in Google algorithm parameters

Para conseguir estos objetivos Google ha subido el peso de 4 partes de su algoritmo (recuerda que su algoritmo tiene más de 200 parámetros).

  1. “Core Web Vitals” (la velocidad de respuesta del servidor, la de descarga del sitio web, la de cuando se empieza a ver algo, la de cuándo se puede interactuar y la de cuando la página está plenamente cargada)
  2. Versión para móvil sin fallos. Todo cargado y sin errores.
  3. Navegación segura y contenido encriptado. Es decir, uso del protocolo https.
  4. Web sin pop-ups engañosas, ni trampas que impidan ver el contenido real de la página, ni hackeos, ni cosas raras.

How you can improve your positioning

A continuación te explico 5 cosas que deberías mejorar en tu sitio web, cuanto antes, si no quieres verlo afectado por el cambio en el algoritmo y no quieres sufrir la penalización de Google.

1 – Mejora la velocidad de tu sitio web: realiza el test de velocidad de Google con tu página de inicio, con una página con las categorías de producto y con la de una ficha de producto. Cuando realices el test, Google te dirá si estás aprobado o suspendido, tanto para móvil como para sobre mesa. Asegúrate de pasar ambos. Si no los pasas, allí mismo Google te dirá lo que tienes que hacer para superar ambos exámenes. El test lo encontrarás aquí: Google Speed ​​Test

2 – Mejora la usabilidad: cada elemento de tu página debe añadir valor a tus usuarios, no debe distraerlos de su/tu propósito y debe serles de utilidad. En un sitio web corporativo esto no es muy difícil… seguramente ya lo estás haciendo bien. El problema lo van a tener los sitios web de noticias, con mucha publicidad. Creo que va a considerar esa publicidad como algo que distrae al usuario y que estos sitios web van a notar una ligera penalización. Lo veremos con un poco más de tiempo, aún es temprano para ver cómo los afecta.

3 – Optimiza aún más tu versión móvil. Desde mayo del año pasado la versión para móvil es la versión principal de tu sitio web. Debes ser consciente de ello. Deja de mirar tu sitio web a través de un ordenador de sobremesa y míratelo y úsalo desde un móvil. Debe ser impecable, fácil de usar, todo claro y sin ningún error. Puedes realizar el test de Google para las versiones móviles aquí: Test de Google para las versiones de móvil

4 – Actualiza tus contenidos y asegúrate de que todo el mundo puede verlos bien. Una buena experiencia de usuario pasa por encontrar contenidos relevantes y a la vez, pasa por conseguir que esos contenidos puedan ser leídos por todo el mundo. Por ejemplo, cuando una persona ciega entra en tu web, su navegador va a leer todo lo que tiene en pantalla. Debes conseguir que su experiencia de usuario sea igual a la de una persona no ciega. Si la persona tiene un grado de visión bajo, también debería poder tener una buena experiencia de usuario al aumentar las fuentes (CRTL+ “+”). Para ello tienes que asegurarte que la programación de tu sitio web cumple con todos los requisitos. Puedes realizar un test para validar tu código aquí: Test W3C. Para las páginas de la administración pública este es un requisito obligatorio (es como tener una rampa donde hay escaleras). Para una empresa, hasta ahora era opcional, pero con Google penalizando si no lo haces yo me lo tomaría en serio.

5 – Haz que tu web sea segura. No estoy hablando sólo del https (aquí encontrarás un artículo sobre como pasar de http a https). Estoy hablando de que te asegures que tu web no contiene software malicioso, que no ha sido hackeada y estás poniendo cookies de afiliación de un tercero a todas tus visitas, que no contiene spyware, que lo que explicas no sea un timo… y que la información sea toda correcta. Aquí encontrarás el informe de seguridad de Google en Google Search Console. También me aseguraría de que no tienes una pop-up con la suscripción a tu boletín que ocupe el 80% de la pantalla del usuario y que se cargue al entrar en la web (hazla un poco más pequeña y que se cargue pasados algunos segundos… 15 ó 20 por ejemplo, para que los usuarios tengan ganas de suscribirse en lugar de que sólo quieran cerrar la pop-up). En Google Search Console también verás si tienes errores 404 y si hay algún problema técnico en tu sitio web.

Si tienes en cuenta todos estos cambios, tu web quedará perfecta e impecable. Súper preparada para empezar el nuevo curso con un montón de visitas y usuarios satisfechos.

Espero que este artículo te haya sido útil.

Yo aprovecharé las vacaciones de verano para cambiar mi plantilla de WordPress (la que tengo ahora no pasa el test de velocidad de móvil de Google ;-)… y por Navidad no tuve tiempo de cambiarla… por Semana Santa tampoco lo tuve… pero de esta semana no pasa!!!!

¡Nos vemos a la vuelta! Besos.

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

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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

El Machine Learning es la rama de la ciencia que busca el desarrollo de técnicas que permiten a los ordenadores aprender por sí mismos. Cuando haces una foto con la cámara de tu móvil, una inteligencia artificial la retoca automáticamente a partir de la imagen que consigue con las varias cámaras que posee tu dispositivo a la vez que utiliza la información sobre cómo debería ser esa foto, a partir de miles de modelos de imágenes de las que ha aprendido cómo mostrar lo que has fotografiado. También cuando miras Netflix y te recomienda nuevas series y películas que seguramente te gustarán, el machine learning está por medio haciendo que Netflix cada vez te conozca mejor pueda hacerte mejores recomendaciones.

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

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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

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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

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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”

What is Content Marketing?

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This article will try what the Content Marketing and what it is.

Basically, the technique of Content Marketing It is to create content on our website or on social networks, so that the attention of the various segments of our target audience and get attract so we can turn them into customers. It is a technique that is part of Inbount Marketing, Techniques to attract potential customers to our messages, instead of going to look for us using techniques such as advertising.

6 key success factors of Content Marketing

  1. We know very well what is our target audience segments.
  2. We know exactly what content might be of interest to each of these segments.
  3. We are able to create that content.
  4. To give voice to this content so that it reaches different segments of our target audience.
  5. That is what we show at the right time
  6. Once we have the public on our website, we are able to get them to become business contact or customer.

Content Marketing

Let's look at each of these factors affecting the Content Marketing:

How to know which segments have our target audience? This topic we have discussed in other articles, these two will find information that will help:

How could we know what content is of interest to each of our market segments? Answering this question is complicated because each segment is a world apart, so their interests vary widely. As in every action of Marketing, the Content Marketing It requires a great deal of empathy, so it's best that we put on the skin of a person of that segment and think what you really need to know, or what you should be looking. tools like Google Trends, he Keywords Analyzer Adwords or your own Google Analytics will help.

How can we create content? We can order it to a third party, we can create it from scratch, we can read articles on the same subject and thus writing a new one. How important is it that your target audience needs and do it in the proper format (not only articles, also computer graphics, images, tables, FAQ, etc.)

How to publicize the content? The main technique to publicize the content of a website is search engine optimization (SEO) so we must ensure that our page is indexed well in Google and optimally positioned for searches related to this content. We can also make it known through blogs and forums or through actions of Web 2.0, and of course, a public relations action. If you want to use the Content Marketing, you should train you in SEO.

What is the right time? A good strategy Content Marketing takes into account what time of purchasing process is the customer: If you are still drawing inspiration, if you are already planning if you already have clear intent to purchase, if you have already purchased but look for more information on obtaining a better user experience ... we should create content for each of the steps in the "customer journey".

How to convert visits has sent the Content Marketing, in contacts or customers? Bien, la respuesta es fácil: por un lado, debemos persuadir a la visita de que nosotros podemos ayudarlo con la necesidad que lo ha traído hasta nuestro contenido, y por otro, debemos asegurarnos que nuestra página facilita la toma de contacto entre las visitas y nuestra empresa. Así que debemos indicar explícitamente a las visitas que podemos ayudarlas, y debemos asegurarnos de que nuestra página web muestra el teléfono de contacto de forma visible en todas las páginas, de que disponemos de un formulario de contacto fácil y rápido de usar, y de que los usuarios pueden ver claramente, una dirección de email a la que pueden escribir si lo desean.

I hope this article has been helpful and after reading see clearly that the Content Marketing It is a very good technique for attracting market segments that may be interested in your products and services.

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Google turns on the penalty pop-up's mobile searches in

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popupFrom January 10 has been put into operation a new Google penalty: the penalty for pop-up's in mobile versions. This penalty affects mobile versions of web pages and only those who are using intersticials (a type of pop-up) that opens just before loading the page.

This practice is widespread among some web pages before displaying the content already offer discounts, coupons or newsletter subscriptions. On a computer on board this does not lead to confusion ... but seen from a mobile itself can confuse the user about the true result obtained in the search.

Google is essential for the user to get exactly what you are looking for, so the purpose of this penalty is to force anything stand between a click on the results page of a search and indexing website.

How we can affect this penalty?

Notices of the Act Cookies.

Google has already announced it will consider warnings Act Cookies, and other notices legal (the age for alcoholic beverages, for example), and that they not be penalized.

Pop-up's do not fill the screen

Google has also indicated that we can use pop ups ... but in the mobile versions must keep a part of the free screen so that can view the contents of the website.

Banners

If this site has very large banners at the top, it is essential to guard seen from a mobile banner does not fill the screen ... the problem is that Google has not communicated the exact measure ... but go ... it is clear to Watch .

For more information contact:

Land Searchengine items where discussed the effects of the penalty and show some examples.

Google confirms rolling out the mobile intrusive interstitials penalty yesterday

I go all right.

Montse.