{"id":7562,"date":"2025-04-13T17:44:39","date_gmt":"2025-04-13T15:44:39","guid":{"rendered":"https:\/\/www.al-hostings.com\/que-es-seo-semantico\/"},"modified":"2025-04-14T20:22:58","modified_gmt":"2025-04-14T18:22:58","slug":"what-is-semantic-seo","status":"publish","type":"post","link":"https:\/\/www.al-hostings.com\/en\/what-is-semantic-seo\/","title":{"rendered":"What is Semantic SEO? A Guide to Improving Your Web Positioning"},"content":{"rendered":"<p class=\"\" data-start=\"694\" data-end=\"1040\">Being on the first page of Google is the goal of many brands and businesses. However, to achieve this, it&#8217;s no longer enough to repeat a keyword a thousand times. Today, Google&#8217;s algorithm is smarter, and one of the factors that most influences ranking is <strong data-start=\"1003\" data-end=\"1020\">semantic SEO<\/strong>.<\/p>\n<p class=\"\" data-start=\"1042\" data-end=\"1293\">Don&#8217;t know what it is or how to apply it to your website? Don&#8217;t worry, you&#8217;ve come to the right place. In this guide, I&#8217;ll explain what semantic SEO is, how it works, why you should use it, and how it can improve your rankings naturally and effectively.<\/p>\n<hr class=\"\" data-start=\"1295\" data-end=\"1298\" \/>\n<h2 class=\"\" data-start=\"1300\" data-end=\"1326\">Table of Contents<\/h2>\n<ol data-start=\"1328\" data-end=\"1963\">\n<li class=\"\" data-start=\"1328\" data-end=\"1384\">\n<p class=\"\" data-start=\"1331\" data-end=\"1384\"><a class=\"\" href=\"#what-is-semantic-seo\" rel=\"noopener\" data-start=\"1331\" data-end=\"1384\">What is semantic SEO?<\/a><\/p>\n<\/li>\n<li class=\"\" data-start=\"1385\" data-end=\"1493\">\n<p class=\"\" data-start=\"1388\" data-end=\"1493\"><a class=\"\" href=\"#why-is-semantic-seo-important-today\" rel=\"noopener\" data-start=\"1388\" data-end=\"1493\">Why is semantic SEO important today?<\/a><\/p>\n<\/li>\n<li class=\"\" data-start=\"1494\" data-end=\"1600\">\n<p class=\"\" data-start=\"1497\" data-end=\"1600\"><a class=\"\" href=\"#differences-between-traditional-seo-and-semantic-seo\" rel=\"noopener\" data-start=\"1497\" data-end=\"1600\">Differences between traditional SEO and SEO Semantic SEO<\/a><\/p>\n<\/li>\n<li class=\"\" data-start=\"1601\" data-end=\"1687\">\n<p class=\"\" data-start=\"1604\" data-end=\"1687\"><a class=\"\" href=\"#how-to-apply-semantic-seo-to-your-website\" rel=\"noopener\" data-start=\"1604\" data-end=\"1687\">How to apply semantic SEO to your website<\/a><\/p>\n<\/li>\n<li class=\"\" data-start=\"1688\" data-end=\"1776\">\n<p class=\"\" data-start=\"1691\" data-end=\"1776\"><a class=\"\" href=\"#useful-tools-for-semantic-seo\" rel=\"noopener\" data-start=\"1691\" data-end=\"1776\">Useful tools for semantic SEO<\/a><\/p>\n<\/li>\n<li class=\"\" data-start=\"1777\" data-end=\"1865\">\n<p class=\"\" data-start=\"1780\" data-end=\"1865\"><a class=\"\" href=\"#common-mistakes-when-applying-semantic-seo\" rel=\"noopener\" data-start=\"1780\" data-end=\"1865\">Common mistakes when applying semantic SEO<\/a><\/p>\n<\/li>\n<li class=\"\" data-start=\"1866\" data-end=\"1963\">\n<p class=\"\" data-start=\"1869\" data-end=\"1963\"><a class=\"\" href=\"#semantic-seo-video\" rel=\"noopener\" data-start=\"1869\" data-end=\"1963\">Video about what SEO is Semantic<\/a><\/p>\n<\/li>\n<li><a class=\"\" href=\"#conclusion-the-future-of-web-positioning\" rel=\"noopener\" data-start=\"1869\" data-end=\"1963\">Conclusion: The Future of Web Positioning<\/a><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<hr class=\"\" data-start=\"1965\" data-end=\"1968\" \/>\n<p><a name=\"what-is-semantic-seo\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"\" data-start=\"1970\" data-end=\"1998\">What is semantic SEO?<\/h2>\n<p class=\"\" data-start=\"2000\" data-end=\"2333\">Semantic SEO is a web optimization strategy that focuses on the meaning of content, not just keywords. Instead of asking \u201cHow often does this keyword appear?\u201d, Google now tries to understand the user\u2019s search intent and whether the content addresses that intent.<\/p>\n<p class=\"\" data-start=\"2335\" data-end=\"2545\">This means you no longer need to write forced phrases like \u201cbest cheap leather shoes Barcelona\u201d; instead, you can write naturally, responding to what your audience wants to know.<\/p>\n<h3 class=\"\" data-start=\"2547\" data-end=\"2566\">Quick example:<\/h3>\n<p class=\"\" data-start=\"2567\" data-end=\"2879\">A traditional SEO-optimized article for \u201cbest web hosting\u201d would repeat that phrase several times.<br data-start=\"2668\" data-end=\"2671\" \/>An article with <strong data-start=\"2687\" data-end=\"2703\">semantic SEO<\/strong> would discuss hosting types, benefits, pricing, and choosing tips and include related terms like \u201cweb hosting,\u201d \u201cserver,\u201d \u201cdomain,\u201d \u201cfast loading,\u201d etc.<\/p>\n<hr class=\"\" data-start=\"2881\" data-end=\"2884\" \/>\n<p><a name=\"why-is-semantic-seo-important-today\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"\" data-start=\"2886\" data-end=\"2940\">Why is semantic SEO important today?<\/h2>\n<p class=\"\" data-start=\"2942\" data-end=\"3188\">Because <strong data-start=\"2949\" data-end=\"2975\">Google has evolved<\/strong>, and its algorithm is now based on artificial intelligence. Thanks to technologies like <strong data-start=\"3064\" data-end=\"3077\">RankBrain<\/strong> and <strong data-start=\"3080\" data-end=\"3088\">BERT<\/strong>, Google can better interpret what the user means, even if they don&#8217;t express it exactly.<\/p>\n<p class=\"\" data-start=\"3190\" data-end=\"3217\">This has several advantages:<\/p>\n<ul data-start=\"3219\" data-end=\"3593\">\n<li class=\"\" data-start=\"3219\" data-end=\"3304\">\n<p class=\"\" data-start=\"3221\" data-end=\"3304\"><strong data-start=\"3221\" data-end=\"3257\">It improves the user experience<\/strong>: The content is more natural, useful, and complete.<\/p>\n<\/li>\n<li class=\"\" data-start=\"3305\" data-end=\"3398\">\n<p class=\"\" data-start=\"3307\" data-end=\"3398\"><strong data-start=\"3307\" data-end=\"3356\">Increase time on page<\/strong>: Visitors find what they&#8217;re looking for.<\/p>\n<\/li>\n<li class=\"\" data-start=\"3399\" data-end=\"3499\">\n<p class=\"\" data-start=\"3401\" data-end=\"3499\"><strong data-start=\"3401\" data-end=\"3448\">Greater visibility in related searches<\/strong>: You don&#8217;t need to rely on just one exact keyword.<\/p>\n<\/li>\n<li class=\"\" data-start=\"3500\" data-end=\"3593\">\n<p class=\"\" data-start=\"3502\" data-end=\"3593\"><strong data-start=\"3502\" data-end=\"3555\">Improve your ranking without artificial tricks<\/strong>: Google rewards valuable content.<\/p>\n<\/li>\n<\/ul>\n<blockquote data-start=\"3595\" data-end=\"3750\">\n<p class=\"\" data-start=\"3597\" data-end=\"3750\">\ud83e\udde0 <em data-start=\"3600\" data-end=\"3611\">SEO Fact:<\/em> Semantic SEO also helps you appear in Google&#8217;s <strong data-start=\"3661\" data-end=\"3706\">featured snippets<\/strong> or <a href=\"https:\/\/www.al-hostings.com\/en\/rich-snippets\/\">rich results<\/a>.<\/p>\n<p data-start=\"3597\" data-end=\"3750\">\n<\/blockquote>\n<hr class=\"\" data-start=\"3752\" data-end=\"3755\" \/>\n<p><a name=\"differences-between-traditional-seo-and-semantic-seo\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"\" data-start=\"3757\" data-end=\"3809\">Differences between traditional SEO and semantic SEO<\/h2>\n<div class=\"pointer-events-none relative left-[50%]! flex w-[100cqw] translate-x-[-50%] justify-center *:pointer-events-auto\">\n<div class=\"tableContainer horzScrollShadows\">\n<table class=\"min-w-full\" data-start=\"3811\" data-end=\"4841\">\n<thead data-start=\"3811\" data-end=\"3938\">\n<tr data-start=\"3811\" data-end=\"3938\">\n<th data-start=\"3811\" data-end=\"3845\">Appearance<\/th>\n<th data-start=\"3845\" data-end=\"3888\">Traditional SEO<\/th>\n<th data-start=\"3888\" data-end=\"3938\">Semantic SEO<\/th>\n<\/tr>\n<\/thead>\n<tbody data-start=\"4069\" data-end=\"4841\">\n<tr data-start=\"4069\" data-end=\"4197\">\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4069\" data-end=\"4103\">Focus<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4103\" data-end=\"4147\">Exact keyword<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4147\" data-end=\"4197\">Search intent<\/td>\n<\/tr>\n<tr data-start=\"4198\" data-end=\"4326\">\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4198\" data-end=\"4232\">Keyword repetition<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4232\" data-end=\"4276\">High<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4276\" data-end=\"4326\">Moderate or natural<\/td>\n<\/tr>\n<tr data-start=\"4327\" data-end=\"4455\">\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4327\" data-end=\"4361\">Language<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4361\" data-end=\"4405\">Robotic and repetitive<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4405\" data-end=\"4455\">Natural and conversational<\/td>\n<\/tr>\n<tr data-start=\"4456\" data-end=\"4584\">\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4456\" data-end=\"4490\">Synonyms and variations<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4490\" data-end=\"4534\">Avoided<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4534\" data-end=\"4584\">Welcome<\/td>\n<\/tr>\n<tr data-start=\"4585\" data-end=\"4713\">\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4585\" data-end=\"4619\">Content structure<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4619\" data-end=\"4663\">Focused on technical SEO<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4663\" data-end=\"4713\">Focused on user and context<\/td>\n<\/tr>\n<tr data-start=\"4714\" data-end=\"4841\">\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4714\" data-end=\"4748\">Example<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4748\" data-end=\"4792\">\u201cbuy cheap hosting\u201d<\/td>\n<td class=\"max-w-[calc(var(--thread-content-max-width)*2\/3)]\" data-start=\"4792\" data-end=\"4841\">\u201cWhat hosting do I need for my website?\u201d<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<\/div>\n<hr class=\"\" data-start=\"4843\" data-end=\"4846\" \/>\n<p><a name=\"how-to-apply-semantic-seo-to-your-website\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"\" data-start=\"4848\" data-end=\"4890\">How to apply semantic SEO to your website<\/h2>\n<p class=\"\" data-start=\"4892\" data-end=\"4992\">Here are a series of practical steps to help you start applying semantic SEO to your website or blog:<\/p>\n<h3 class=\"\" data-start=\"4994\" data-end=\"5039\">1. Research the <strong data-start=\"5014\" data-end=\"5039\">search intent<\/strong><\/h3>\n<p class=\"\" data-start=\"5040\" data-end=\"5166\">Ask yourself: What does the user want when searching for this word? Are you looking for information, to buy, to compare, to resolve a question?<\/p>\n<h3 class=\"\" data-start=\"5168\" data-end=\"5212\">2. Use synonyms and related terms<\/h3>\n<p class=\"\" data-start=\"5213\" data-end=\"5395\">Include secondary keywords that are related to your topic. For example, if you&#8217;re talking about &#8220;hosting,&#8221; also mention &#8220;web hosting,&#8221; &#8220;server,&#8221; &#8220;loading speed,&#8221; etc.<\/p>\n<h3 class=\"\" data-start=\"5397\" data-end=\"5433\">3. Answer frequently asked questions<\/h3>\n<p class=\"\" data-start=\"5434\" data-end=\"5505\">Search engines greatly value your answers to questions like:<\/p>\n<ul data-start=\"5507\" data-end=\"5557\">\n<li class=\"\" data-start=\"5507\" data-end=\"5518\">\n<p class=\"\" data-start=\"5509\" data-end=\"5518\">What is\u2026?<\/p>\n<\/li>\n<li class=\"\" data-start=\"5519\" data-end=\"5538\">\n<p class=\"\" data-start=\"5521\" data-end=\"5538\">What is\u2026 for?<\/p>\n<\/li>\n<li class=\"\" data-start=\"5539\" data-end=\"5557\">\n<p class=\"\" data-start=\"5541\" data-end=\"5557\">How does it work\u2026?<\/p>\n<\/li>\n<\/ul>\n<h3 class=\"\" data-start=\"5559\" data-end=\"5590\">4. Use a clear structure<\/h3>\n<p class=\"\" data-start=\"5591\" data-end=\"5709\">Include headings (H2, H3), lists, tables, and easy-to-read blocks of text. Google and users will appreciate it.<\/p>\n<h3 class=\"\" data-start=\"5711\" data-end=\"5746\">5. Link to relevant content<\/h3>\n<p class=\"\" data-start=\"5747\" data-end=\"5855\">Both <strong data-start=\"5753\" data-end=\"5764\">internal<\/strong> and <strong data-start=\"5770\" data-end=\"5781\">external<\/strong>. This improves the content&#8217;s authority and helps contextualize it better.<\/p>\n<blockquote data-start=\"5857\" data-end=\"5994\">\n<p class=\"\" data-start=\"5859\" data-end=\"5994\">\ud83d\udd17 Example of a relevant external link: <a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/seo-starter-guide\" target=\"_blank\" rel=\"noopener\" data-start=\"5899\" data-end=\"5994\">Google&#8217;s guide to how search works<\/a><\/p>\n<\/blockquote>\n<h3 class=\"\" data-start=\"5996\" data-end=\"6039\">6. Use structured data (schema.org)<\/h3>\n<p class=\"\" data-start=\"6040\" data-end=\"6210\">Although this is a bit more technical, you can use WordPress plugins like <a href=\"https:\/\/yoast.com\/wordpress\/plugins\/seo-free\/\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"6127\" data-end=\"6140\">Yoast SEO<\/strong><\/a> that allow you to easily add <strong data-start=\"6161\" data-end=\"6182\">semantic markup<\/strong> to your posts.<\/p>\n<hr class=\"\" data-start=\"6212\" data-end=\"6215\" \/>\n<p><a name=\"useful-tools-for-semantic-seo\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"\" data-start=\"6217\" data-end=\"6260\">Useful tools for semantic SEO<\/h2>\n<p class=\"\" data-start=\"6262\" data-end=\"6361\">Here are some tools that can help you work on semantic SEO effectively:<\/p>\n<ul data-start=\"6363\" data-end=\"6758\">\n<li class=\"\" data-start=\"6363\" data-end=\"6439\">\n<p class=\"\" data-start=\"6365\" data-end=\"6439\"><a href=\"https:\/\/answerthepublic.com\/es\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"6365\" data-end=\"6386\">Answer the Public<\/strong><\/a> \u2192 Ideal for discovering real user questions.<\/p>\n<\/li>\n<li class=\"\" data-start=\"6440\" data-end=\"6515\">\n<p class=\"\" data-start=\"6442\" data-end=\"6515\"><a href=\"https:\/\/search.google.com\/search-console?hl=es\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"6442\" data-end=\"6467\">Google Search Console<\/strong><\/a> \u2192 To see what queries you are appearing for.<\/p>\n<\/li>\n<li class=\"\" data-start=\"6516\" data-end=\"6600\">\n<p class=\"\" data-start=\"6518\" data-end=\"6600\"><a href=\"https:\/\/ahrefs.com\/es\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"6518\" data-end=\"6538\">Ahrefs<\/strong> <\/a>\u2192 Research related keywords and analyze the competition.<\/p>\n<\/li>\n<li class=\"\" data-start=\"6601\" data-end=\"6668\">\n<p class=\"\" data-start=\"6603\" data-end=\"6668\"><a href=\"https:\/\/lsigraph.com\/\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"6603\" data-end=\"6616\">LSI Graph<\/strong><\/a> \u2192 Find related semantic keywords.<\/p>\n<\/li>\n<li class=\"\" data-start=\"6669\" data-end=\"6758\">\n<p class=\"\" data-start=\"6671\" data-end=\"6758\"><a href=\"https:\/\/surferseo.com\/\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"6671\" data-end=\"6685\">Surfer SEO<\/strong><\/a> \u2192 Analyzes Google&#8217;s top content and gives you semantic recommendations.<\/p>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<hr class=\"\" data-start=\"6760\" data-end=\"6763\" \/>\n<p><a name=\"common-mistakes-when-applying-semantic-seo\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"\" data-start=\"6765\" data-end=\"6808\">Common Mistakes When Applying Semantic SEO<\/h2>\n<p class=\"\" data-start=\"6810\" data-end=\"6895\">Although the concept seems simple, there are some common mistakes you should avoid:<\/p>\n<p class=\"\" data-start=\"6899\" data-end=\"6967\">\u274c Sticking only with synonyms without understanding the search intent.<\/p>\n<p class=\"\" data-start=\"6970\" data-end=\"7059\">\u274c Not delving deeper into the topic. Google values \u200b\u200bthe <strong data-start=\"7016\" data-end=\"7044\">quality and depth<\/strong> of content.<\/p>\n<p class=\"\" data-start=\"7062\" data-end=\"7116\">\u274c Neglecting page structure (h1, h2, etc.).<\/p>\n<p class=\"\" data-start=\"7119\" data-end=\"7218\">\u274c Not reviewing user behavior with tools like Google Analytics or Heat Maps.<\/p>\n<p>&nbsp;<\/p>\n<hr class=\"\" data-start=\"7220\" data-end=\"7223\" \/>\n<p><a name=\"semantic-seo-video\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"\" data-start=\"7225\" data-end=\"7273\">Video What is Semantic SEO:<\/h2>\n<p><iframe title=\"How to do Semantic SEO in 5 mins\" width=\"847\" height=\"476\" src=\"https:\/\/www.youtube.com\/embed\/O-HEReYinEI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<hr class=\"\" data-start=\"7220\" data-end=\"7223\" \/>\n<p><a name=\"conclusion-the-future-of-web-positioning\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"\" data-start=\"7225\" data-end=\"7273\">Conclusion: The future of web positioning<\/h2>\n<p class=\"\" data-start=\"7275\" data-end=\"7428\"><strong data-start=\"7278\" data-end=\"7295\">Semantic SEO<\/strong> is not just a fad. It&#8217;s the logical evolution of SEO in a world where search engines seek to <strong data-start=\"7397\" data-end=\"7427\">understand, not just crawl<\/strong>.<\/p>\n<p class=\"\" data-start=\"7430\" data-end=\"7666\">If you want your website to stand out in the results, you need to speak the user&#8217;s language, not the robots&#8217;. The best part is that this approach not only positions you better, it also makes you <strong data-start=\"7623\" data-end=\"7647\">more useful and relevant<\/strong> to your audience.<\/p>\n<hr class=\"\" data-start=\"7860\" data-end=\"7863\" \/>\n<p class=\"\" data-start=\"7865\" data-end=\"8045\">Do you have questions about how to apply semantic SEO to your project? <br data-start=\"7930\" data-end=\"7933\" \/>\ud83d\udc49 <strong data-start=\"7936\" data-end=\"7988\"><a target=\"_new\" rel=\"noopener\" data-start=\"7938\" data-end=\"7986\">Contact me<\/a><\/strong> and I&#8217;ll help you boost your online presence starting today.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Being on the first page of Google is the goal of many brands and businesses. However, to achieve this, it&#8217;s no longer enough to repeat a keyword a thousand times. Today, Google&#8217;s algorithm is smarter, and one of the factors that most influences ranking is semantic SEO. Don&#8217;t know what it is or how to apply it to your website? Don&#8217;t worry, you&#8217;ve come to the right place. In this[&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7532,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[151,159],"tags":[114,50,129,104],"class_list":["post-7562","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-seo-en","tag-e-commerce","tag-marketing-en","tag-seo-en","tag-web-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Semantic SEO: What It Is and How It Improves Your Web Ranking<\/title>\n<meta name=\"description\" content=\"What is semantic SEO, how does it work, and why is it key to improving web positioning? 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