{"id":28274,"date":"2021-09-16T07:00:00","date_gmt":"2021-09-16T13:00:00","guid":{"rendered":"https:\/\/memberpress.com\/?p=28274"},"modified":"2022-11-16T15:15:26","modified_gmt":"2022-11-16T22:15:26","slug":"how-to-craft-an-seo-strategy-for-paywall-content","status":"publish","type":"post","link":"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/","title":{"rendered":"C\u00f3mo elaborar una estrategia SEO para contenidos de pago en WordPress"},"content":{"rendered":"<p>Parece una tarea dif\u00edcil. Como propietario de un sitio de afiliaci\u00f3n, desea ocultar el contenido. Por otro lado, necesita que su contenido sea detectable. \u00bfC\u00f3mo puede cuadrar todo esto?<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a090ab09eeca\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">QU\u00c9 HAY DENTRO<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a090ab09eeca\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Why_would_you_want_to_paywall\" >\u00bfPor qu\u00e9 quieres un muro de pago?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Giving_the_customer_what_they_want_%E2%80%93_for_a_price\" >Dar al cliente lo que quiere, por un precio<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Lead-in\" >Entrada<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Metered\" >Con contador<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Dynamic_paywalls\" >Paywalls din\u00e1micos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Hard_paywalls\" >Paredes de pago duras<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Getting_technical\" >La t\u00e9cnica<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Three_additional_tips\" >Tres consejos adicionales<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Keywords\" >Palabras clave<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Conclusion\" >Conclusi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Afortunadamente, hay varias opciones que permiten restringir el acceso a los contenidos, pero siguen proporcionando palabras clave competitivas que generan tr\u00e1fico. Para las empresas de software como servicio, en particular, hay muchas maneras de mejorar su marco SEO SaaS sin dejar de ser cerrado.<\/p>\n\n\n\n<p>A continuaci\u00f3n analizaremos estos enfoques, pero antes, h\u00e1gase esta pregunta...<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_would_you_want_to_paywall\"><\/span>\u00bfPor qu\u00e9 quieres un muro de pago?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Las puertas pueden ser contraproducentes si lo \u00fanico que quiere es atraer m\u00e1s visitantes y enlaces. Sin embargo, si lo que quieres es aumentar el n\u00famero de suscriptores y consumidores comprometidos, tu contenido deber\u00eda tener puertas.  <\/p>\n\n\n\n<p>Estas son las ventajas de crear un muro de pago:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Obtendr\u00e1 m\u00e1s informaci\u00f3n sobre los usuarios que pagan por acceder a los contenidos.<\/li>\n\n\n\n<li>Los usuarios valoran m\u00e1s los contenidos de pago que los gratuitos. Los consideran m\u00e1s \u00fatiles, fiables y leg\u00edtimos.<\/li>\n\n\n\n<li>Un usuario que accede a un contenido cerrado tiene m\u00e1s probabilidades de convertirse en un cliente habitual. De este modo, un muro de pago es un medio de <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">generaci\u00f3n de contactos<\/a>.<\/li>\n\n\n\n<li>Un muro de pago genera ingresos.<\/li>\n<\/ul>\n\n\n\n<p>Si decide utilizar un muro de pago, lo primero que debe hacer es encontrar un proveedor fiable y de alta calidad. <a href=\"https:\/\/memberpress.com\/es\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">proveedor<\/a>como MemberPress, que puede hacer que esto suceda. A continuaci\u00f3n, aseg\u00farese de que merece la pena pagar por el contenido. Un buen ejemplo de ello es el <em>New York Times<\/em>que, en mayo de 2021, contaba con 7,5 millones de abonados.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png\"><img decoding=\"async\" width=\"661\" height=\"1024\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png\" alt=\"Sitios web de suscripci\u00f3n a noticias m\u00e1s populares\" class=\"wp-image-52717\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png 661w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-194x300.png 194w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-768x1190.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-992x1536.png 992w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-110x170.png 110w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-396x614.png 396w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-442x684.png 442w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-665x1030.png 665w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-334x518.png 334w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-101x156.png 101w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-956x1480.png 956w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png 1033w\" sizes=\"(max-width: 661px) 100vw, 661px\" \/><\/a><figcaption class=\"wp-element-caption\">Imagen iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a><\/figcaption><\/figure>\n\n\n\n<p>En un mundo lleno de informaci\u00f3n gratuita, \u00bfpor qu\u00e9 la gente cree que merece la pena pagar por las noticias? La raz\u00f3n principal es <strong>reputaci\u00f3n<\/strong>. Peri\u00f3dicos como el <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \u201calternative truths\u201d out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth.<\/p>\n\n\n\n<p>Si no puedes aportar ese reconocimiento y valor de marca, tendr\u00e1s que pensar en otra raz\u00f3n por la que la gente pague por tus contenidos. Una de las mejores es <strong>unicidad del contenido<\/strong>. Otra es la buena y anticuada <strong>calidad<\/strong>. Al fin y al cabo, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">el contenido importa<\/a>.\u00a0<\/p>\n\n\n\n<p>Mientras piensa en la importancia de los contenidos, veamos c\u00f3mo puede aplicar el gating.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Giving_the_customer_what_they_want_%E2%80%93_for_a_price\"><\/span>Dar al cliente lo que quiere, por un precio<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google offers content providers something known as \u201c<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">muestreo flexible<\/a><\/strong>\u201c. With this, you get to decide how much of your content you want to make freely available to users.\u00a0<\/p>\n\n\n\n<p>Al fin y al cabo, tiene sentido regalar parte del contenido, porque si no, \u00bfc\u00f3mo va a saber el consumidor que quiere pagar m\u00e1s? Rara es la tienda que no tiene nada en exposici\u00f3n. M\u00e1s raro a\u00fan es que una tienda sin nada en exposici\u00f3n tenga clientes haciendo cola para soltar su dinero.<\/p>\n\n\n\n<p>Implantar un muro de pago ser\u00e1 mucho m\u00e1s f\u00e1cil si la herramienta que utiliza para crearlo se basa en un sistema de gesti\u00f3n de contenidos como <a href=\"https:\/\/memberpress.com\/es\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>.<\/p>\n\n\n\n<p>A continuaci\u00f3n se indican algunas formas de ofrecer un muestreo flexible.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lead-in\"><\/span>Entrada<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\"><img decoding=\"async\" width=\"623\" height=\"500\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\" alt=\"entrada de pago del wall street journal\" class=\"wp-image-28275\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png 623w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin-300x241.png 300w\" sizes=\"(max-width: 623px) 100vw, 623px\" \/><\/a><figcaption class=\"wp-element-caption\">Portada de un art\u00edculo en el sitio web de The Wall Street Journal.<\/figcaption><\/figure>\n\n\n\n<p>Con este enfoque, usted ofrece al lector una peque\u00f1a secci\u00f3n de un art\u00edculo. Puede utilizar un resumen o un simple p\u00e1rrafo inicial. El resto del contenido permanece inaccesible y fuera de los l\u00edmites hasta que el usuario paga una cuota. Probablemente haya visto <em>En<\/em> <em>Wall Street Journal<\/em> y <em>El Economista<\/em> utilizar este m\u00e9todo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Metered\"><\/span>Con contador<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png\"><img decoding=\"async\" width=\"1024\" height=\"607\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png\" alt=\"art\u00edculo de pago del new york times\" class=\"wp-image-28276\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-300x178.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-768x455.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1536x910.png 1536w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-2048x1214.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Un art\u00edculo medido en el sitio web de The New York Times.<\/figcaption><\/figure>\n\n\n\n<p>El muestreo medido permite a los usuarios acceder a art\u00edculos completos un n\u00famero limitado de veces. Por ejemplo, pueden acceder sin pagar a art\u00edculos tres veces al mes. Una vez agotado el permiso, se les pide que paguen una cuota para tener acceso ilimitado. Este enfoque es el preferido por la <em>New York Times<\/em>.<\/p>\n\n\n\n<p>Su elecci\u00f3n depender\u00e1 de la naturaleza del contenido que ofrezca. Por ejemplo, si tiene material en profundidad que trata un tema atractivo, puede que el enfoque de introducci\u00f3n funcione mejor. <\/p>\n\n\n\n<p>Puede plantear la pregunta de forma irresistible delante del muro de pago y ofrecer una soluci\u00f3n detallada al otro lado.<\/p>\n\n\n\n<p>Cabe mencionar aqu\u00ed otros dos enfoques.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dynamic_paywalls\"><\/span>Paywalls din\u00e1micos<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Se trata de una idea relativamente nueva. Toma el concepto de personalizaci\u00f3n (utilizado en el marketing de b\u00fasqueda empresarial) y lo aplica a las barreras. Un muro de pago din\u00e1mico utiliza datos para determinar qu\u00e9 opci\u00f3n de suscripci\u00f3n ofrecer. Por ejemplo, puede ofrecer al usuario acceso s\u00f3lo a determinadas \u00e1reas del sitio por un precio reducido, en lugar de pedirle que pague por material que nunca querr\u00e1 leer.\u00a0<\/p>\n\n\n\n<p>Este enfoque requiere una buena cantidad de captura de datos, que por lo general s\u00f3lo est\u00e1 disponible en el <a href=\"https:\/\/memberpress.com\/es\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">principales plug-ins de afiliaci\u00f3n<\/a>.<\/p>\n\n\n\n<p>Por ejemplo, con MemberPress, puede insertar un <a href=\"https:\/\/memberpress.com\/es\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">c\u00f3digo corto<\/a> en su contenido que detectar\u00e1 si el usuario ha iniciado sesi\u00f3n. Cuando un usuario conectado vea una p\u00e1gina que contenga ese shortcode, podr\u00e1 ver el contenido en el que se ha colocado el shortcode.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hard_paywalls\"><\/span>Paredes de pago duras<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Un muro de pago duro no suele ser la mejor soluci\u00f3n, porque no incluye muestras. Al contrario, exige que los usuarios compren a ciegas. Si est\u00e1s empezando y a\u00fan no tienes una marca consolidada, un muro de pago duro probablemente no sea la mejor opci\u00f3n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Getting_technical\"><\/span>La t\u00e9cnica<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\"><img decoding=\"async\" width=\"960\" height=\"516\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\" alt=\"c\u00f3digo inform\u00e1tico en una pantalla\" class=\"wp-image-28277\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png 960w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code-300x161.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code-768x413.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/a><\/figure>\n\n\n\n<p>You need the search engines to be able to \u201csee\u201d the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>datos estructurados<\/strong> para asegurarse de que su contenido aparece en muchas SERPs.<\/p>\n\n\n\n<p>Veamos dos herramientas que puedes utilizar.<\/p>\n\n\n\n<p><strong>Hojas de estilo en cascada<\/strong> (CCS) se emplean a menudo para mejorar el aspecto visual de los sitios web y la experiencia del usuario (UX). A Google le gusta que los CCS se utilicen para separar el contenido gratuito del contenido de pago. Mediante el uso de CCS con datos estructurados JSON-LD, puede indicar a los motores de b\u00fasqueda que determinadas partes de su contenido no deben distribuirse indiscriminadamente.\u00a0<\/p>\n\n\n\n<p>Tambi\u00e9n puede fijar el <em>cssSelector <\/em>a .paywall, y utilice el atributo hasPart para asegurarse de que el contenido permanece cerrado de la forma que elija. Esta construcci\u00f3n se puede automatizar con el uso de la detecci\u00f3n de procesos o enfoques similares.<\/p>\n\n\n\n<p>Si la parte t\u00e9cnica no entra dentro de sus competencias, hay todo tipo de opciones. <a href=\"https:\/\/memberpress.com\/es\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">grandes desarrolladores<\/a> que pueden ayudarte. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Three_additional_tips\"><\/span>Tres consejos adicionales<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Familiar\u00edcese con las p\u00e1ginas m\u00f3viles aceleradas (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> para mejorar la velocidad de carga en dispositivos m\u00f3viles.<\/li>\n\n\n\n<li>Utilice la herramienta de inspecci\u00f3n de URL de Google para comprobar c\u00f3mo rastrea y representa Google una URL de su sitio.<\/li>\n\n\n\n<li>No olvide fijarse en lo que hacen sus competidores. A veces merece la pena realizar un an\u00e1lisis SEO de la competencia y tomar ideas prestadas de tus rivales. Al fin y al cabo, es una forma de adulaci\u00f3n.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Keywords\"><\/span>Palabras clave<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Al igual que con cualquier contenido, a la hora de elaborar una estrategia SEO para contenidos de pago, es importante tener en cuenta el tipo de usuario al que se quiere atraer. Si quieres tener una buena oportunidad de atraer a aquellos que est\u00e1n dispuestos a pagar por lo que ofreces, tendr\u00e1s que utilizar palabras clave espec\u00edficas. <\/p>\n\n\n\n<p>Utilizando <a href=\"https:\/\/memberpress.com\/es\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">palabras clave de cola larga<\/a> en lugar de t\u00e9rminos generales m\u00e1s amplios, puede centrarse en los consumidores que tienen m\u00e1s probabilidades de comprar lo que usted vende.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusi\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As\u00ed pues, los muros de pago y los principios de SEO no son mutuamente excluyentes, \u00bfqui\u00e9n lo iba a decir? 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Y no olvides suscribirte en el <a href=\"https:\/\/memberpress.com\/go\/box\/\" title=\"Enlace de afiliaci\u00f3n\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">caja<\/a>.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>It seems like a tall order. As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this? Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. 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Aqu\u00ed, el fundador de la galardonada agencia accelerate nos muestra c\u00f3mo hacer una estrategia SEO para contenidos de pago.","keywords":[{"label":"seo strategy for paywall content","value":"seo strategy for paywall content"},{"label":"how to do seo for paywall content","value":"how to do seo for paywall content"},{"label":"seo for gated content","value":"seo for gated content"}],"keyphrases":{"focus":{"keyphrase":"","score":0,"analysis":{"keyphraseInTitle":{"score":0,"maxScore":9,"error":1}}},"additional":[]},"primary_term":null,"canonical_url":null,"og_title":null,"og_description":null,"og_object_type":"default","og_image_type":"default","og_image_url":null,"og_image_width":null,"og_image_height":null,"og_image_custom_url":null,"og_image_custom_fields":null,"og_video":"","og_custom_url":null,"og_article_section":null,"og_article_tags":[],"twitter_use_og":false,"twitter_card":"default","twitter_image_type":"default","twitter_image_url":null,"twitter_image_custom_url":null,"twitter_image_custom_fields":null,"twitter_title":null,"twitter_description":null,"schema":{"blockGraphs":[],"customGraphs":[],"default":{"data":{"Article":[],"Course":[],"Dataset":[],"FAQPage":[],"Movie":[],"Person":[],"Product":[],"ProductReview":[],"Car":[],"Recipe":[],"Service":[],"SoftwareApplication":[],"WebPage":[]},"graphName":"BlogPosting","isEnabled":true},"graphs":[]},"schema_type":"default","schema_type_options":"{\"article\":{\"articleType\":\"BlogPosting\"},\"course\":{\"name\":\"\",\"description\":\"\",\"provider\":\"\"},\"faq\":{\"pages\":[]},\"product\":{\"reviews\":[]},\"recipe\":{\"ingredients\":[],\"instructions\":[],\"keywords\":[]},\"software\":{\"reviews\":[],\"operatingSystems\":[]},\"webPage\":{\"webPageType\":\"WebPage\"}}","pillar_content":false,"robots_default":true,"robots_noindex":false,"robots_noarchive":false,"robots_nosnippet":false,"robots_nofollow":false,"robots_noimageindex":false,"robots_noodp":false,"robots_notranslate":false,"robots_max_snippet":"-1","robots_max_videopreview":"-1","robots_max_imagepreview":"large","priority":null,"frequency":"default","local_seo":null,"seo_analyzer_scan_date":"2025-10-09 19:01:33","breadcrumb_settings":null,"limit_modified_date":true,"reviewed_by":null,"open_ai":null,"ai":null,"created":"2021-07-26 17:50:45","updated":"2026-03-03 15:03:45"},"aioseo_breadcrumb":"<div class=\"aioseo-breadcrumbs\"><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/memberpress.com\/es\" title=\"Home\">Home<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/memberpress.com\/es\/blog\/category\/membership-site\/\" title=\"Membership Site\">Membership Site<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/memberpress.com\/es\/blog\/category\/membership-site\/content\/\" title=\"Content\">Content<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\tHow to Craft an SEO Strategy for Paywall Content in WordPress\n<\/span><\/div>","aioseo_breadcrumb_json":[{"label":"Home","link":"https:\/\/memberpress.com\/es"},{"label":"Membership Site","link":"https:\/\/memberpress.com\/es\/blog\/category\/membership-site\/"},{"label":"Content","link":"https:\/\/memberpress.com\/es\/blog\/category\/membership-site\/content\/"},{"label":"How to Craft an SEO Strategy for Paywall Content in WordPress","link":"https:\/\/memberpress.com\/es\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/"}],"app_bookmark":{"bookmark_id":0,"is_bookmarked":false,"bookmark_date":0},"comments_count":"0","content_native":[{"type":"core\/paragraph","render":"<p>It seems like a tall order. As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this?<\/p>","content":[{"type":"text","data":"It seems like a tall order. As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this?"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a service companies in particular, there are lots of ways you can enhance yourSEO SaaS framework while remaining gated.<\/p>","content":[{"type":"text","data":"Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a service companies in particular, there are lots of ways you can enhance yourSEO SaaS framework while remaining gated."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>We\u2019ll take a look at these approaches below, but first, ask yourself this question\u2026<\/p>","content":[{"type":"text","data":"We\u2019ll take a look at these approaches below, but first, ask yourself this question\u2026"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Why would you want to paywall?<\/h2>","content":"\u00bfPor qu\u00e9 quieres un muro de pago?","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Gating can be counterproductive if all you want to do is attract more visitors and links. However, if you want to grow your subscribers and committed consumers, your content should most definitely be gated.  <\/p>","content":[{"type":"text","data":"Gating can be counterproductive if all you want to do is attract more visitors and links. However, if you want to grow your subscribers and committed consumers, your content should most definitely be gated.  "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Here are the benefits of creating a paywall:<\/p>","content":[{"type":"text","data":"Here are the benefits of creating a paywall:"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/list","render":"<ul class=\"wp-block-list\">\n<li>You will get more information about users who pay to access content.<\/li>\n\n\n\n<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>\n\n\n\n<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>\n\n\n\n<li>A paywall generates income.<\/li>\n<\/ul>","content":"<ul class=\"wp-block-list\">\n<li>Obtendr\u00e1 m\u00e1s informaci\u00f3n sobre los usuarios que pagan por acceder a los contenidos.<\/li>\n\n\n\n<li>Los usuarios valoran m\u00e1s los contenidos de pago que los gratuitos. Los consideran m\u00e1s \u00fatiles, fiables y leg\u00edtimos.<\/li>\n\n\n\n<li>Un usuario que accede a un contenido cerrado tiene m\u00e1s probabilidades de convertirse en un cliente habitual. De este modo, un muro de pago es un medio de <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">generaci\u00f3n de contactos<\/a>.<\/li>\n\n\n\n<li>Un muro de pago genera ingresos.<\/li>\n<\/ul>","listItemData":[{"type":"core\/list-item","render":"<li>You will get more information about users who pay to access content.<\/li>","content":"Obtendr\u00e1 m\u00e1s informaci\u00f3n sobre los usuarios que pagan por acceder a los contenidos.","data":{"text":"You will get more information about users who pay to access content."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>","content":"Los usuarios valoran m\u00e1s los contenidos de pago que los gratuitos. Los consideran m\u00e1s \u00fatiles, fiables y leg\u00edtimos.","data":{"text":"Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>","content":"A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of lead generation.","data":{"text":"A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of lead generation."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>A paywall generates income.<\/li>","content":"Un muro de pago genera ingresos.","data":{"text":"A paywall generates income."},"style":{"parent_style":{}}}],"data":{"listType":"unordered"},"style":{"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If you decide you want to paywall, the first thing to do is find a reliable and high-quality <a href=\"https:\/\/memberpress.com\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provider<\/a>, like MemberPress, who can make this happen. Then make sure the content is worth paying for. A good example of this is the <em>New York Times<\/em>, which, as of May 2021, had 7.5 million subscribers.<\/p>","content":[{"type":"text","data":"If you decide you want to paywall, the first thing to do is find a reliable and high-quality <a href=\"https:\/\/memberpress.com\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provider<\/a>, like MemberPress, who can make this happen. Then make sure the content is worth paying for. A good example of this is the <em>New York Times<\/em>, which, as of May 2021, had 7.5 million subscribers."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png\" alt=\"Most popular news subscription websites\" class=\"wp-image-52717\"\/><\/a><figcaption class=\"wp-element-caption\">Image iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a><\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png","alt":"Most popular news subscription websites","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png","caption":"Image iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a>","targetBlank":true,"linkDestination":"media"},"style":{"width":661,"height":1024,"align":"left","parent_style":{},"sizeSlug":"large"}},{"type":"core\/paragraph","render":"<p>In a world full of free information, why do people feel that it\u2019s worth paying for news? The main reason is <strong>reputation<\/strong>. Newspapers like the <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \"alternative truths\" out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth.<\/p>","content":[{"type":"text","data":"In a world full of free information, why do people feel that it\u2019s worth paying for news? The main reason is <strong>reputation<\/strong>. Newspapers like the <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \"alternative truths\" out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If you can\u2019t bring that brand recognition and value to the table, you\u2019ll need to think of another reason why people will pay for your content. One of the best is <strong>content uniqueness<\/strong>. Another is good, old-fashioned <strong>quality<\/strong>. After all, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">content matters<\/a>.&nbsp;<\/p>","content":[{"type":"text","data":"If you can\u2019t bring that brand recognition and value to the table, you\u2019ll need to think of another reason why people will pay for your content. One of the best is <strong>content uniqueness<\/strong>. Another is good, old-fashioned <strong>quality<\/strong>. After all, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">content matters<\/a>.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>While you\u2019re thinking about how content matters, let\u2019s move on to how you can implement gating.<\/p>","content":[{"type":"text","data":"While you\u2019re thinking about how content matters, let\u2019s move on to how you can implement gating."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Giving the customer what they want \u2013 for a price<\/h2>","content":"Dar al cliente lo que quiere, por un precio","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Google offers content providers something known as \"<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">flexible sampling<\/a><\/strong>\". With this, you get to decide how much of your content you want to make freely available to users.&nbsp;<\/p>","content":[{"type":"text","data":"Google offers content providers something known as \"<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">flexible sampling<\/a><\/strong>\". With this, you get to decide how much of your content you want to make freely available to users.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>After all, it makes sense to give some of your content away without charge, otherwise, how will the consumer know they want to pay for more? It\u2019s a rare shop indeed that has no wares on display. Even rarer for a shop with nothing on display to have customers queuing up to part with their money.<\/p>","content":[{"type":"text","data":"After all, it makes sense to give some of your content away without charge, otherwise, how will the consumer know they want to pay for more? It\u2019s a rare shop indeed that has no wares on display. Even rarer for a shop with nothing on display to have customers queuing up to part with their money."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Implementing your paywall will be much easier if the tool you use to set it up is built on top of a content management system like <a href=\"https:\/\/memberpress.com\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>.<\/p>","content":[{"type":"text","data":"Implementing your paywall will be much easier if the tool you use to set it up is built on top of a content management system like <a href=\"https:\/\/memberpress.com\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Following are some ways you can offer flexible sampling.<\/p>","content":[{"type":"text","data":"Following are some ways you can offer flexible sampling."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Lead-in<\/h3>","content":"Entrada","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\" alt=\"wall street journal paywall lead-in\" class=\"wp-image-28275\"\/><\/a><figcaption class=\"wp-element-caption\">An article lead-in on The Wall Street Journal website.<\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","alt":"wall street journal paywall lead-in","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","caption":"An article lead-in on The Wall Street Journal website.","linkDestination":"media"},"style":{"width":623,"height":500,"align":"left","parent_style":{},"sizeSlug":"full"}},{"type":"core\/paragraph","render":"<p>Using this approach, you offer the reader a small section of an article. You can use an executive summary or a straightforward opening paragraph. The rest of the content remains inaccessible and off-limits until the user pays a fee. You've probably seen <em>The<\/em> <em>Wall Street Journal<\/em> and <em>The Economist<\/em> use this method.<\/p>","content":[{"type":"text","data":"Using this approach, you offer the reader a small section of an article. You can use an executive summary or a straightforward opening paragraph. The rest of the content remains inaccessible and off-limits until the user pays a fee. You've probably seen <em>The<\/em> <em>Wall Street Journal<\/em> and <em>The Economist<\/em> use this method."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Metered<\/h3>","content":"Con contador","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png\" alt=\"new york times paywall metered article\" class=\"wp-image-28276\"\/><\/a><figcaption class=\"wp-element-caption\">A metered article on The New York Times website.<\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png","alt":"new york times paywall metered article","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png","caption":"A metered article on The New York Times website.","linkDestination":"media"},"style":{"width":1024,"height":607,"align":"left","parent_style":{},"sizeSlug":"large"}},{"type":"core\/paragraph","render":"<p>Metered sampling gives users access to complete articles a limited number of times. For example, they might be allowed unpaid access to articles three times per month. Once they\u2019ve used up the allowance, they\u2019re prompted to pay a fee to get unlimited access. This approach is favored by the <em>New York Times<\/em>.<\/p>","content":[{"type":"text","data":"Metered sampling gives users access to complete articles a limited number of times. For example, they might be allowed unpaid access to articles three times per month. Once they\u2019ve used up the allowance, they\u2019re prompted to pay a fee to get unlimited access. This approach is favored by the <em>New York Times<\/em>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Which of these you decide on will depend on the nature of the content you\u2019re providing. For instance, if you have in-depth material that deals with a compelling topic, you may find that the lead-in approach works best. <\/p>","content":[{"type":"text","data":"Which of these you decide on will depend on the nature of the content you\u2019re providing. For instance, if you have in-depth material that deals with a compelling topic, you may find that the lead-in approach works best. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>You can pose the question in an irresistible manner in front of the paywall and offer a detailed solution on the other side.<\/p>","content":[{"type":"text","data":"You can pose the question in an irresistible manner in front of the paywall and offer a detailed solution on the other side."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Two other approaches should be mentioned here.<\/p>","content":[{"type":"text","data":"Two other approaches should be mentioned here."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Dynamic paywalls<\/h3>","content":"Paywalls din\u00e1micos","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/paragraph","render":"<p>This is a comparatively new idea. It takes the concept of personalization (used inenterprise search marketing) and applies it to gating. A dynamic paywall uses data to determine which subscription option to offer. For example, it might offer the user access to only certain areas of the site for a reduced price rather than asking them to pay for material they\u2019ll never want to read.&nbsp;<\/p>","content":[{"type":"text","data":"This is a comparatively new idea. It takes the concept of personalization (used inenterprise search marketing) and applies it to gating. A dynamic paywall uses data to determine which subscription option to offer. For example, it might offer the user access to only certain areas of the site for a reduced price rather than asking them to pay for material they\u2019ll never want to read.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>This approach requires a good deal of data capturing, which is usually only available from the <a href=\"https:\/\/memberpress.com\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">leading membership plug-ins<\/a>.<\/p>","content":[{"type":"text","data":"This approach requires a good deal of data capturing, which is usually only available from the <a href=\"https:\/\/memberpress.com\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">leading membership plug-ins<\/a>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>For example, with MemberPress, you can insert a <a href=\"https:\/\/memberpress.com\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> into your content that will detect whether the user is logged in. When a page containing that shortcode is viewed by a logged-in user, they will be able to view the content where the shortcode has been placed.<\/p>","content":[{"type":"text","data":"For example, with MemberPress, you can insert a <a href=\"https:\/\/memberpress.com\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> into your content that will detect whether the user is logged in. When a page containing that shortcode is viewed by a logged-in user, they will be able to view the content where the shortcode has been placed."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Hard paywalls<\/h3>","content":"Paredes de pago duras","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/paragraph","render":"<p>A hard paywall isn\u2019t usually the best way forward, because it doesn't include sampling. Rather, it requires users to buy blind. If you're just starting out and don\u2019t yet have an established brand, a hard paywall is probably not be the best option.<\/p>","content":[{"type":"text","data":"A hard paywall isn\u2019t usually the best way forward, because it doesn't include sampling. Rather, it requires users to buy blind. If you're just starting out and don\u2019t yet have an established brand, a hard paywall is probably not be the best option."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Getting technical<\/h2>","content":"La t\u00e9cnica","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\" alt=\"computer code on a screen\" class=\"wp-image-28277\"\/><\/a><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","alt":"computer code on a screen","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","linkDestination":"media"},"style":{"width":960,"height":516,"align":"left","parent_style":{},"sizeSlug":"full"}},{"type":"core\/paragraph","render":"<p>You need the search engines to be able to \"see\" the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>structured data<\/strong> to make sure your content appears on lots of SERPs.<\/p>","content":[{"type":"text","data":"You need the search engines to be able to \"see\" the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>structured data<\/strong> to make sure your content appears on lots of SERPs."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Let\u2019s look at two tools you can use.<\/p>","content":[{"type":"text","data":"Let\u2019s look at two tools you can use."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p><strong>Cascading style sheets<\/strong> (CCSs) are often employed to give websites enhanced visuals and better user experience (UX). Google likes it when CCSs are used to separate free content from paywall content. Using CCSs with JSON-LD structured data, you can tell the search engines that certain parts of your content shouldn't be handed out indiscriminately.&nbsp;<\/p>","content":[{"type":"text","data":"<strong>Cascading style sheets<\/strong> (CCSs) are often employed to give websites enhanced visuals and better user experience (UX). Google likes it when CCSs are used to separate free content from paywall content. Using CCSs with JSON-LD structured data, you can tell the search engines that certain parts of your content shouldn't be handed out indiscriminately.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>You can also set the <em>cssSelector <\/em>attribute to .paywall, and use the hasPart attribute to ensure content remains gated in whatever fashion you choose. Such construction can be made automatic with the use of process discovery or similar approaches.<\/p>","content":[{"type":"text","data":"You can also set the <em>cssSelector <\/em>attribute to .paywall, and use the hasPart attribute to ensure content remains gated in whatever fashion you choose. Such construction can be made automatic with the use of process discovery or similar approaches."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If the technical side of things falls outside your skillset, there are all kinds of <a href=\"https:\/\/memberpress.com\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">great developers<\/a> who can help you out. <\/p>","content":[{"type":"text","data":"If the technical side of things falls outside your skillset, there are all kinds of <a href=\"https:\/\/memberpress.com\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">great developers<\/a> who can help you out. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Three additional tips<\/h2>","content":"Tres consejos adicionales","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/list","render":"<ol class=\"wp-block-list\">\n<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>\n\n\n\n<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>\n\n\n\n<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>\n<\/ol>","content":"<ol class=\"wp-block-list\">\n<li>Familiar\u00edcese con las p\u00e1ginas m\u00f3viles aceleradas (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> para mejorar la velocidad de carga en dispositivos m\u00f3viles.<\/li>\n\n\n\n<li>Utilice la herramienta de inspecci\u00f3n de URL de Google para comprobar c\u00f3mo rastrea y representa Google una URL de su sitio.<\/li>\n\n\n\n<li>No olvide fijarse en lo que hacen sus competidores. A veces merece la pena realizar un an\u00e1lisis SEO de la competencia y tomar ideas prestadas de tus rivales. Al fin y al cabo, es una forma de adulaci\u00f3n.<\/li>\n<\/ol>","listItemData":[{"type":"core\/list-item","render":"<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>","content":"Acquaint yourself with accelerated mobile pages (AMP) to enhance loading speed on mobile devices.","data":{"text":"Acquaint yourself with accelerated mobile pages (AMP) to enhance loading speed on mobile devices."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>","content":"Utilice la herramienta de inspecci\u00f3n de URL de Google para comprobar c\u00f3mo rastrea y representa Google una URL de su sitio.","data":{"text":"Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>","content":"No olvide fijarse en lo que hacen sus competidores. A veces merece la pena realizar un an\u00e1lisis SEO de la competencia y tomar ideas prestadas de tus rivales. Al fin y al cabo, es una forma de adulaci\u00f3n.","data":{"text":"Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all."},"style":{"parent_style":{}}}],"data":{"listType":"ordered"},"style":{"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Keywords<\/h2>","content":"Palabras clave","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>As with any content, when crafting an SEO strategy for paywall content, it\u2019s important to consider the kind of user you\u2019re likely to attract. If you want a good chance of pulling in those who are willing to pay for what you\u2019re offering, you\u2019ll need to use specific keywords. <\/p>","content":[{"type":"text","data":"As with any content, when crafting an SEO strategy for paywall content, it\u2019s important to consider the kind of user you\u2019re likely to attract. If you want a good chance of pulling in those who are willing to pay for what you\u2019re offering, you\u2019ll need to use specific keywords. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>By using <a href=\"https:\/\/memberpress.com\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">long-tail keywords<\/a> rather than broader catch-all terms, you can hone in on those consumers who are most likely to buy what you're selling.<\/p>","content":[{"type":"text","data":"By using <a href=\"https:\/\/memberpress.com\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">long-tail keywords<\/a> rather than broader catch-all terms, you can hone in on those consumers who are most likely to buy what you're selling."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Conclusion<\/h2>","content":"Conclusi\u00f3n","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>So, paywalls and SEO principles are not mutually exclusive \u2013 who knew? And, when you\u2019ve put it all together and are ready to send out some marketing hooks, don\u2019t forget that you don\u2019t have to start from scratch with your outreach. <\/p>","content":[{"type":"text","data":"So, paywalls and SEO principles are not mutually exclusive \u2013 who knew? And, when you\u2019ve put it all together and are ready to send out some marketing hooks, don\u2019t forget that you don\u2019t have to start from scratch with your outreach. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Think about adapting existing content for use in <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">email campaigns<\/a>, for instance. That\u2019s the great thing about good content: it doesn\u2019t have to be single purpose. <\/p>","content":[{"type":"text","data":"Think about adapting existing content for use in <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">email campaigns<\/a>, for instance. That\u2019s the great thing about good content: it doesn\u2019t have to be single purpose. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>One final thought \u2013 don\u2019t over-worry about freeloaders. Fret more about making the sign-up smooth, with no moments of friction along the user journey. Combine that with search engine visibility, and you\u2019re good to go.<\/p>","content":[{"type":"text","data":"One final thought \u2013 don\u2019t over-worry about freeloaders. Fret more about making the sign-up smooth, with no moments of friction along the user journey. Combine that with search engine visibility, and you\u2019re good to go."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>With imagination and by following a few rules, you can ensure you have an SEO strategy for paywall content that will really perform.<\/p>","content":[{"type":"text","data":"With imagination and by following a few rules, you can ensure you have an SEO strategy for paywall content that will really perform."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Do you have additional questions about how to craft an SEO strategy for paywall content? Ask away in the comments section!<\/p>","content":[{"type":"text","data":"Do you have additional questions about how to craft an SEO strategy for paywall content? Ask away in the comments section!"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p><strong>If you liked this article, be sure to follow us on <a href=\"https:\/\/www.facebook.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/memberpress\" rel=\"noreferrer noopener\" target=\"_blank\">Twitter<\/a>, <a href=\"https:\/\/www.instagram.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Instagram<\/a>, and <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! And don't forget to subscribe in the box.<\/strong><\/p>","content":[{"type":"text","data":"<strong>If you liked this article, be sure to follow us on <a href=\"https:\/\/www.facebook.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/memberpress\" rel=\"noreferrer noopener\" target=\"_blank\">Twitter<\/a>, <a href=\"https:\/\/www.instagram.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Instagram<\/a>, and <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! And don't forget to subscribe in the box.<\/strong>"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}}],"app_access":{"can_access":true,"restrict_message":null},"_links":{"self":[{"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/posts\/28274","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/users\/56594"}],"replies":[{"embeddable":true,"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/comments?post=28274"}],"version-history":[{"count":0,"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/posts\/28274\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/media\/28279"}],"wp:attachment":[{"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/media?parent=28274"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/categories?post=28274"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/memberpress.com\/es\/wp-json\/wp\/v2\/tags?post=28274"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}