Análisis de posicionamiento con Serpfox

Acabo de descubrir una herramienta muy útil para analizar las palabras clave (o keywords) que una web o blog tiene posicionadas.

La herramienta se llama Serpfox y es de pago, sin embargo tenemos la posibilidad de crear una cuenta gratuita que nos permite analizar hasta 10 palabras clave. Vamos a ir viendo punto por punto cómo realizar este análisis con ejemplos que te ayudarán a desarrollar tu estrategia de Marketing Online para Psicólogos. Al final del artículo tienes toda la explicación mediante un video-tutorial de 10 minutos de duración.

1. Accedemos a serpfox.com y hacemos click en “Pricing & Sign Up”

Serpfox pricing

2. Hacemos click en “Free Account”

serpfox free

3. Rellenamos el formulario con nuestro nombre, apellido y dirección de e-mail

formulario serpfox

Una vez hayas rellenado el formulario recibirás un e-mail con los datos de acceso a Serpfox (password y link de acceso), lo cual quiere decir que ya tienes tu cuenta gratuita habilitada. Ahora tan sólo tienes que hacer click en el link de acceso e introducir tus propios datos:

login con Serpfox

4. Accedemos a nuestra cuenta gratuita

Una vez hayamos insertado los datos de acceso accederemos a nuestra cuenta gratuita y veremos la siguiente pantalla. Lo primero que haremos será añadir una página web o blog (nuestra o de la competencia) para analizar. Haremos click en “Add URL”:

Añadir URL Serpfox

 5. Añadimos la página web que queremos analizar

Para este ejemplo voy a analizar una página web que tiene buen posicionamiento “Psicología y Terapia Online”. Por lo tanto añado su dirección:

marketing online psicólogos

6. Añadimos el listado de palabras clave 

Antes de seguir vamos a hacer un pequeño paréntesis conceptual para entender bien lo que estamos haciendo.

Cualquier página web o blog ocupa una posición específica en Google para unas palabras determinadas. Así por ejemplo si tú eres un psicólogo que tiene página web y consulta en Alicante, cuando alguien busque en Google “Psicólogo en Alicante” probablemente tu página aparezca antes que la de un psicólogo con consulta en Madrid.

Gracias a Serpfox, podemos saber qué posición ocupa en Google nuestra web (o la de nuestra competencia) para unas determinadas palabras. Siguiendo con el ejemplo, he escogido la página web “Psicología y Terapia Online” porque tiene un buen posicionamiento y los resultados se verán de manera más clara. Sin embargo conviene que te preguntes con qué términos te gustaría que apareciera tu página en Google cuando la gente realice búsquedas. Si no ofreces consulta online, no tiene sentido que tu página web aparezca en los resultados cuando alguien busque Psicólogo Online”.

Para la web del ejemplo (Psicología y Terapia Online) voy a analizar qué posición ocupa en Google para cada una de las siguientes palabras clave:

  • Psicólogo Online
  • Terapia Online
  • Psicoterapia Online
  • Psicólogo Online Asturias
  • Psicoterapia Online Asturias
  • Terapia Online Asturias
  • Psicólogo Asturias
  • Psicoterapia Asturias
  • Terapia Asturias
  • Dejar de fumar online

Nuestra cuenta gratuita nos permite analizar hasta un máximo de 10 palabras clave. Las cuentas de pago nos permiten introducir un número mayor.

Ahora tan sólo tenemos que introducir el listado anterior en la herramienta. Para ello haremos click en “Add Keywords” y aparecerá una nueva ventana que tendremos que rellenar con los siguientes datos:

  • Search Engine: Google
  • Country (país): En este caso Spain
  • Language (idioma): Spanish
  • Location (ciudad, provincia): Es opcional, en este caso lo dejo en blanco.
  • Keywords: Aquí añadimos el listado de palabras clave que queremos analizar (una palabra clave por línea).

keywords serpfox

7. Vemos los resultados

Ya casi hemos acabado. Ahora tan sólo tenemos que observar la posición que ocupa la web que estamos analizando para cada palabra clave:

Resultados Serpfox

Como puedes observar, de las 10 palabras analizadas, 4 de ellas (marcadas en rojo) ocupan la primera posición en Google. Haz la prueba, ve a Google y busca “Psicólogo Online Asturias”, comprobarás que el primer resultado es la web “Psicología y Terapia Online”.

Además de estas 4 palabras que ocupan la primera posición en Google, también hay 2 palabras que tienen muy buena posición (terapia online – posición 2)  y (psicólogo online – posición 6). A pesar de que estas palabras no ocupan la primera posición, son palabras treméndamente interesantes para la profesión del psicólogo por dos razones fundamentales:

A) Son palabras genéricas. Cualquier persona independientemente de su ubicación geográfica puede buscar en Google “terapia online” o “psicólogo online”.

B) Tienen un volumen grande de búsquedas. Esto está muy relacionado con el punto anterior. Al tratarse de palabras genéricas su volumen de búsquedas es muy grande, es decir, hay muchas personas que buscan “Psicólogo Online” en Google. Además esta herramienta nos dice de manera aproximada cuál es el volumen mensual de búsquedas de cada palabra (mira en la  imagen anterior la columna “volume”). Comprobarás que para la palabra “terapia online”, hay un volumen de 260 búsquedas mensuales.

Las palabras que no tienen un volumen de búsquedas suficiente (normalmente son las palabras más específicas) no tienen ningún valor marcado, (aunque eso no quiere decir que no exista un mínimo de búsquedas). De igual manera las palabras demasiado generales y con mucha competencia (dejar de fumar online) no nos ofrecen ninguna posición (columna SERP)

8. ¿Y ahora qué hacemos con toda esta información?

Lo bueno de esta herramienta es que nos permite guardar las búsquedas para consultarlas más tarde y comprobar si la posición de las palabras que estamos analizando ha cambiado (la columna “change” de la imagen anterior nos dirá esta información).

Así, por ejemplo, si decidimos que vamos a ofrecer servicios de consulta online y comenzamos a añadir este tipo de contenidos en nuestra web, podremos observar si esos nuevos contenidos nos están ayudando a cambiar (a mejor) la posición de las palabras clave relacionadas.

Además si ofreces servicios muy específicos para los cuales aún no has logrado posicionar en Google (por ejemplo: hipnosis clínica para dejar de fumar) con esta herramienta podrás observar quién está posicionando por delante tuya y tratar de emular su estrategia.

A continuación tienes un resumen de toda la explicación anterior mediante un video-tutorial:

Espero que toda esta información te haya resultado útil. Si quieres seguir recibiendo información gratuita para mejorar tu estrategia de Marketing para Psicólogos, puedes suscribirte en el siguiente formulario.

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Comentarios

  1. dice

    Gran descubrimiento Isidro,me ha gustado mucho la herramienta, y aunque no es del todo gratuita creo que con las diez palabras clave es para muchos casos más que suficiente para hacernos a una idea de como está posicionada una página. ¡Me ha gustado mucho, tengo que probarla!

    Saludos.

    • Isidro Migallón dice

      Gracias Ramgon! Hacía tiempo que buscaba algo parecido. Siempre he querido averiguar (dada una lista de palabras clave) cómo posiciona cada una de ellas para una web en concreto. Lo normal es encontrar herramientas que hacen lo contrario, es decir tú insertas la web y te dice qué palabras tiene posicionadas (véase Semrush). Aquí sin embargo elegimos las palabras y luego vemos cómo están posicionadas en dicha web. Un abrazo!

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