The project consists of the implementation of the SEO methodology to the website of the company Europeru S.A.C under the brand name "modaGuiss" with the aim of generating a presence on the internet and positioning it in the first Google search results; to increase the passive and active traffic of the page and therefore, increase in potential customers, interactions, followers, etc. Finally, the web application “ModaGuiss | Footwear and Shoes” starting from the design of the page through the analysis of the competition with free tools for searching and filtering meta information for subsequent implementation of indexing in the consoles of the aforementioned search engines. With what was obtained as a result, appear in the search results with the words: ModaGuiss, Zapatos Guiss, Zapatos Huancayo, etc. However, to climb positions it was necessary to generate backlinks to our page and maintain constant activity. At the end of the development of the web app and the positioning, good results were obtained such as the positioning of the brand and domain name, by comparing the page without SEO and the page created with SEO, it was possible to specify that the SEO methodology allows you to position quickly in search engines, unlike not using it, which takes months or years to position your page.
The SEO Methodology is an organic positioning that helps to carry out a set of positioning techniques for a website, generating traffic and authority. Throughout the years the SEO methodology has been used by many companies. In 2014 MERCEDES, Moráguez and LILLIAM Perurena, in their scientific article, "Proposal of factors to consider in the positioning of health websites" [1] show that "The development of information technology, together with the growing development of computer technologies, as well as the progressive increase in websites of various themes, has led to the use of search engines, it is from this moment when web positioning, search engine optimization or also known as SEO (Search Engine Optimization for its acronym in English), plays a fundamental role as a marketing tool when you want to promote a website on the Internet.”
In 2016 SERRANO Jorge, in his scientific article,” SEO: Introduction to the discipline of search engine positioning” [2] mentions that “Optimization had its necessary birth within the industry. At some point in the 1990s, companies realized that if they wanted to increase traffic to their sites, they had to make sure their pages had search engine visibility. And the latter could only mean that the contents of your site had to appear among the first positions of the search engine results page. From here he naturally followed the professional profile of the person in charge of website optimization. These professionals had to scrutinize as efficiently as possible how to analyze and index the information that each search engine followed (yes, there was a time when it made sense to use the term in the plural). In parallel, the academics of our discipline studied and criticized search engines as information systems in equal measure. "
In the year 2020 GONZALES Javier, FONT Cristina I. AND ORDUÑA Enrique, in their scientific article "Universities in Google: towards a multilevel analysis model of academic web positioning" [3], mention that "Web visibility has been located in the epicenter of the different actions required to build the online reputation of universities. The interest in these tasks (which combine different areas such as documentation, communication, marketing, advertising and computing) on the part of universities has been due in large part to the popularity of the Web Ranking of World Universities (Aguillo and others, 2006), prepared since 2004 by the Cybermetrics Laboratory of the Higher Council for Scientific Research (CSIC), and whose website currently receives more than 800,000 visits per month (webometrics.info). "
In the same year INJANTE Richard, MAURICIO David, in their scientific article: "Method to recommend personalized positioning factors in the Google search engine" [4], mention that "The main problem for all website owners regarding To these search engines it is the low positioning, the low traffic and the lack of visibility in them, so to improve their positioning they have to use different positioning techniques; In this way, bad practices or the inappropriate use of these techniques are often incurred, which then generates penalties for the website and seriously damages its positioning. Many studies provide different positioning factors to use; However, due to the frequent change of Google's ranking algorithm, website owners run the risk of applying factors that might be prohibited. 2.
To treat the project, the following methods were used: deductive - inductive with a quantitative approach, likewise with a pre-experimental design aimed at seeing and analyzing the changes that the application and the SEO methodology may present. According to the main results of the page, without implementing some type of content strategy, it can be inferred that the application presents elements that can be optimized, improved or discarded due to their lack of efficiency. The presence of these items has had an impact on the performance of the application, content quality and, as a major impact, the positioning it presents in search engines.
We will carry out a preliminary investigation of trends and keywords currently used to establish a context or peak point of popularity according to our footwear sector, likewise, it will be accompanied by elements that may be of interest according to searches related to local and national level.
Currently the SEO methodology is not a strategy with defined steps, since it depends on the benefit of each organization or capacity of use to a certain degree, so the line of actions for this work will be as follows.
In this series of processes, different types of results are obtained, whether they are typical of the web application or external as scores and what interests us the most, the place of positioning in search engines.
For SEO web optimization, some programming elements called “meta-tags” will be used. These items are not usually displayed on the web application pages, since they are readable by search engines, bots, social networks or other objective depending on the type of meta-tag or its function. As a proposal, it is recommended that we use a specific meta-tag to optimize and “place” our web application in a context or trend theme, however, these meta-tags are optional and of a medium influencing nature, which means that their use does not guarantees the first positions of positioning.
As for the technical part of web development, the project was carried out with HTML, CSS3, JQUERY, BOOSTRAP, JAVASCRIPT and PHP language due to the design advantage it provides when developing the web application, in addition to helping good dynamic development of a web page, these were used in turn to create the front-end and the back-end, thus providing a web app of quality and functionality. In the part of the database MYSQL was used since it is compatible and efficient when connecting with PHP. For the design of the web app, Adobe XD was used, an excellent tool to create didactic designs close to reality, this helps to create an excellent prototype of the application.
And through the MVC pattern, a form or programming model that seeks the organization of elements or packages of a software, including their relationships, components or calls, also called the controller view model, the components of the application could be grouped according to several layers, at the same time that it demonstrates a clean, orderly and safe organization of elements for the edition, evolution or follow-up of any interested party.
Also, other items of use in parallel with SEO optimization include the use of RobotsTXT and SiteMaps, these elements are web pages not necessarily located for the general view of the users, since these are more analyzed by search engine bots or trend On the one hand, the ROBOTSTXT file is a page with a .txt ending that allows reading, analysis and subsequent location in search engines according to the type of bot that you allow to analyze within the web application, these bots range from article analysis, news, recipes, product sales, etc.
On the other hand, SiteMaps are files with an .xml ending, that is, it is a page with structured data about all the domains, sub-domains, events, changes and contents of a web application, in order to analyze trends, type of content, update frequency, among other faculties of a web application, these make it easier for search engines to analyze all the elements of a web domain and therefore score points when locating a web application in the positioning places.
Although the mentioned elements are the most used for a search engine positioning, there are other files, elements or code related to establishing a theme or trend of an application or website, such as exclusive SiteMaps for images, videos, calls from bots that use only certain search engines such as Bing or meta-tags developed by ranking pages or social networks such as Facebook or Twitter through the use of their own libraries and others that can help improve popularity, interactivity with users or promote the contents of a website.
The design of the web page was carried out according to the functional and non-functional requirements of the company, in addition the designs made were created using the adobe XD platform, it is a graphics editing tool that works to create interfaces of web pages and applications. Allows the designer to focus on the user experience when browsing, with a minimum range of error and in the shortest possible time.
The development of the Front-end was carried out using the JavaScript and Php language, a framework such as bootstrap, CSS3 design language and Html5 hypertext markup language was also used, which serve for an adequate creation of the front-end, in addition to security and code order the MVC model was implemented (model, view, controller).
The Backend development was carried out using the JavaScript language, Php and LTE admin template, framework such as bootstrap, CSS3 design language and Html5 hypertext markup language were also used, which serve for an adequate creation of the backend, in addition to security and code order the MVC model was implemented (model, view, controller).
For the analysis of the competition, three free tools were used Serpstat, SpyFu and Semrush, tools that are used mainly to analyze data related to the field of SEO, that is, web positioning, as well as to develop strategies to get backlinks to a website or build advertising. It is also very useful to detect and analyze the competition.
0.165 - 68.452 1200 - 7300 Average number of views per Average traffic per month: month: 23 4800 273.117 - 349.093 12575 - 12700 Average number of views per Average traffic per month: month: 296 12636
2 - 73 800 - 6500 Average number of views per Average traffic per month: month: 26 4300 200 - 500 10000 - 15000 Average number of views per Average traffic per month: month: 350 12000
number of visitors keywords number of visitors keywords number of visitors user traffic 126 per month 2962 per month 440 per month 18000 per month keywords bata.pe peru bata bata shoes bata leather men's clothing
platanitos platanitos boots for
women platanitos boutique peru platanitos com pe lima sandals for women boots styles de arequipa styles peru lima styles royal regiment
perfume women's ankle boots gummers bubbles peru
store boots and ankle boots gummers bubble shoes women's shoes barbie by chabely marcabia jojo siwa backpack leather shoe renovator
For the keyword search, 3 free tools widely used in SEO positioning were used, Ubersuggest, WordTracker and Google Trens. These help to obtain reliable keywords, saving time and increasing the rankings in search engines.
A specific meta-tag was implemented to optimize and “place” our web application in some context or trend theme, however, these meta-tags are optional and of a medium influencing nature, which means that their use does not guarantee the first places of positioning.
For domain authority, the sitemap.xml, robots.txt, image-sitemap.xml and BingDiteAuth.xml were made, code to give authority to your domain and this in turn can be quickly recognized by google.
In the content strategies, a google Lighthouse extension was used, this tool offers you help and recommendations to reach 100% in SEO, such as changing the image format, correcting programming errors, among others.
The tables show how the SEO methodology allows you a high probability of positioning your website compared to not using it.
Tests 1 month
No yes No yes yes No
Average 15.78% Are indexed 16 No / 3 yes