SEO electoral: la campaña permanente en los buscadores

Mar Asunción (WWF/Adena), ponente en el PDAP
29 noviembre, 2010
La universidad española descubre el lobbying
3 diciembre, 2010
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SEO electoral: la campaña permanente en los buscadores

Prácticamente el 100% de los españoles utiliza Google como motor de búsqueda. Aparecer entre los primeros puestos en la página de resultados de búsqueda debe ser una prioridad para cualquier partido o candidato, teniendo en cuenta el creciente uso de Internet como fuente de información.

A pocos meses de las elecciones autonómicas y municipales de 2011, partidos y candidatos han puesto ya en marcha su maquinaria electoral. Unos pocos llevan algún tiempo, años incluso, experimentando con las posibilidades de la web 2.0. y otros muchos han decidido subirse a este carro recientemente obligados por las circunstancias.

Facebook, YouTube, Twitter o Flickr son plataformas muy extendidas, aunque no siempre correctamente utilizadas, entre los partidos y políticos españoles. Sin embargo, hay un aspecto que no siempre recibe la atención que se merece: el posicionamiento en buscadores o, dicho de otro modo, el posicionamiento en Google. Estamos hablando del famoso SEO.

Prácticamente el 100% de los españoles utiliza Google como motor de búsqueda. Aparecer entre los primeros puestos en la página de resultados de búsqueda debe ser una prioridad para cualquier partido o candidato, teniendo en cuenta el creciente uso de Internet como fuente de información. De nada servirá tener una página web o un blog si se carece de un buen posicionamiento en Google. Según cuenta este artículo de El País:

“Aparecer en lo alto del buscador asegura una brutal visibilidad, pero caer a la segunda o tercera página de resultados relega al olvido”.

¿El secreto para un buen SEO? Como se lee en el mencionado artículo, “todos los SEO tienen un recetario para atraer las arañas de Google, pero no hay fórmulas infalibles para conseguir un buen posicionamiento”.  Google guarda a buen recaudo la fórmula secreta de su buscador, pero son miles las personas que trabajan intentando desentrañarlo.

Está demostrado que factores como la antigüedad, la actualización permanente con información relevante y de calidad, la participación y el diálogo activo, el número de enlaces entrantes y un buen uso de las etiquetas y los términos clave ayudan a escalar posiciones. Por encima de todo, se requiere paciencia y constancia.

El reto actualmente no es sólo aparecer, sino aparecer bien. Si un candidato consigue que los primeros resultados de la página de búsqueda sean fuentes controladas o comentarios neutrales o positivos, pude estar más que satisfecho, especialmente ahora que Google planea penalizar a aquellos que reciban comentarios negativos en la Red.

Un buen posicionamiento en buscadores, como una buena campaña electoral, no es cosa de un día, es una campaña permanente . Quedan pocos meses para las elecciones, pero partidos y candidatos todavía están a tiempo de mejorar su presencia y su comunicación online. La reputación online debe estar entre las preocupaciones de un candidato, y debe estarlo pronto.

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