Aplicación de técnicas de Search Engine Optimization para mejorar el posicionamiento orgánico del Ecommerce de la empresa Te&Te Technologies

Abstract

xiv SUMMARY TE&TE Technologies' ecommerce was experiencing limited visibility on Google results pages in the Ecuador region, due to the lack of implementation of Search Engine Optimization (SEO) techniques. The main purpose of this work was to apply SEO strategies with the objective of improving the organic positioning of TE&TE Technologies' ecommerce. In the first phase of the Kanban methodology, which focused on the study of the initial situation, the tools of Google Search Console, Google Analytics, Google Lighthouse and WooRank were used. The assessment revealed deficiencies in search engine optimization and this served as the basis for formulating an action plan. In the subsequent phase, aimed at implementation in critical areas, the indexing of the ecommerce pages in the Google search engine and the optimization of the website using On- Page techniques were addressed, correcting the deficiencies previously identified. Subsequently, after reaching a quality standard, the implementation phase was developed in non-critical areas and the Off-Page technique of social media marketing was implemented to acquire traffic, thus strengthening the online presence. The fourth phase consisted of evaluating the organic positioning of the ecommerce using performance indicators, traffic acquisition and average position in the SERP for key queries. In terms of performance, an improvement was achieved by reducing the loading time from 2.5 to 1.4 seconds, and in traffic acquisition a significant increase in the number of users was observed, going from 3 to 219. Finally, data was collected from positioning of the website pages, and of a total of eleven queries, ten showed improvements by occupying a high ranking in the SERP, indicating that the SEO techniques implemented positively influenced the positioning of TE&TE Technologies' ecommerce. This work contributes significantly to the understanding of SEO practices in ecommerce and demonstrates the successful implementation of strategies to improve search engine optimization.