[en] The aim of the Final Master's work has been to promote and to optimize search engine positioning for the website Fotoinedita.com. The main purposes of the project have been to increase traffic to the website, develop overall visibility and brand awareness among the target audience. To define a strategy aimed to achieve the established objectives, have been taken into account the data collected through benchmarking and keyword research. After defining the keywords to be optimized, a content strategy has been developed. It has been implemented through publishing Blog posts and sharing them through social media and news aggregation websites. Google Analytics has been used to evaluate the impact of the explained strategy and actions. Web metrics have provided valuable information, especially data about traffic sources, most popular content and keyword optimization performance. The set of data collected through web metrics will be used to define the future web positioning and promotion strategy, which exceeds the limits of this work.The aim of the Final Master's work has been to promote and to optimize search engine positioning for the website Fotoinedita.com. The main purposes of the project have been to increase traffic to the website, develop overall visibility and brand awareness among the target audience. To define a strategy aimed to achieve the established objectives, have been taken into account the data collected through benchmarking and keyword research. After defining the keywords to be optimized, a content strategy has been developed. It has been implemented through publishing Blog posts and sharing them through social media and news aggregation websites. Google Analytics has been used to evaluate the impact of the explained strategy and actions. Web metrics have provided valuable information, especially data about traffic sources, most popular content and keyword optimization performance. Facebook has been the main traffic source. Facebook Insights have provided additional information about the contents that have been relevant to the target audience. The set of data collected through web metrics will be used to define the future web positioning and promotion strategy, which exceeds the limits of this work.

[es] El Trabajo final de Máster se ha desarrollado con el propósito de promocionar el sitio web Fotoinedita.com y mejorar su posicionamiento en los motores de búsqueda. Las principales finalidades del proyecto han sido fomentar el tráfico web hacia el mismo, aumentar su visibilidad entre el público objetivo, creando, al mismo tiempo, una reputación de marca. Para lograr los objetivos establecidos se ha empezado con una fase de análisis de la competencia de su estrategia y contenidos. De los resultados obtenidos, se ha elaborado una estrategia de trabajo. Se ha proseguido con la planificación de los contenidos y de las acciones para difundirlo. Los puntos principales han sido la optimización de las palabras clave a través de la inserción de artículos en el Blog y su difusión en las redes sociales y los agregadores de noticias. Para la evaluación de la estrategia seguida se ha utilizado algunas métricas de analítica web proporcionadas por la herramienta Google Analytics. Las métricas han proporcionado información valiosa, indicando las principales fuentes de tráfico hacia el sitio web y los contenidos más populares, los resultados de la optimización de las palabras clave. El conjunto de los datos de las métricas conforman la base para el futuro desarrollo de la estrategia de posicionamiento y promoción, que excede los límites del presente trabajo.