¿Qué es contenido SEO?

What Is SEO (Search Engine Optimization) And How It Works? Simple Guide

What is SEO and how does it work?
The acronym SEO refers to Search Engine Optimization, which in Spanish translates as optimization for search engines.

Also known as search engine optimization, SEO is about creating content and improving your website to make it as attractive as possible to both Google and your potential customers.

The goal is to appear first on the results page when a consumer is looking for something related to what you sell.

SEO is the best marketing tool to attract visitors to your website.

What is the difference between SEM and SEO?
SEM is Search Engine Marketing (in Spanish: search engine marketing).

SEM is everything we can do on Google to promote our products and services. It is divided between PPC (advertising) and SEO (organic positioning).

SEO, as we mentioned above, is Search Engine Optimization (in Spanish: optimization for search engines).

SEO, then, is a child of SEM and consists of equipping your website with good texts so that your pages are positioned at the top of the search engine.

What is SEO definition?

SEO, as we explained in the introduction to this article, is about making changes to your website and producing relevant text with the goal of appearing first on Google when people search for something related to your industry.

For example:

If you sell shirts, you will want your website to come out on top every time someone consults something that has to do with that item of clothing.

Be it “fashion shirts”, “women’s shirts” or “men’s shirts”.

How does SEO work?

The advantage of SEO is that you can know exactly what the demand for content is —what people are looking for—, and then offer a tailor-made piece —an article that answers all the concerns of users—.

The function of search engines is to organize all the content that exists on the planet, in order to offer the most relevant according to the query made by a certain user.

Hay herramientas con las que puedes saber exactamente qué están buscando los usuarios
En el mundo SEO hay herramientas con las que puedes saber exactamente qué está buscando la gente

What is SEO in marketing?

Let’s start by reviewing a phrase by Cyrus Shepard, an ultra-recognized consultant on the subject:

“Al contrario del marketing tradicional, donde uno presiona/interrumpe al usuario con un mensaje, el SEO te permite entregar justo el contenido que el usuario está buscando, exactamente en el mismo momento en que lo está buscando”.

Thanks to SEO, one can give people what they want, the moment they are asking for it.

In addition to this, as Google gives you the information of what people want, you are able to offer a tailor-made solution.

Cuando sabes lo que los usuarios están buscando, puede crear exactamente el contenido que ellos necesitan
“Cuando sabes lo que los usuarios están buscando, puedes crear exactamente el contenido que ellos necesitan”

This process works as follows:

Thanks to some tools, you have the ability to determine, for example, that during the last two months of the year many users are looking for the following:

Cheap Christmas gifts.

With this information at hand, you will be able to create the best possible text that provides the potential consumer with a solution to their problems.

That solution may be for him to shop at your store, or simply for you to give him great advice on how to make a homemade gift that will make him look good with his family.

Even if you don’t land a new customer the first time, you’ll begin to build a relationship that may translate, over time, into dozens and dozens of sales.

One of the advantages of attracting visitors to your page is precisely that you can start accumulating emails that will feed your database.

With those contacts, you will then send offers to specific prospects or continue educating your audience, knowing that sooner or later they will end up buying from you.

All this is wonderful and represents a before and after in the history of marketing.

Why?

Because with SEO you are not going to bother anyone by talking about how good your business is or the benefits of your product or service.

You will not be the typical person who at a party does not stop commenting on everything he has achieved in his life.

Instead, you are only going to talk about your company or your industry when people ask you.

That is the great advantage of SEO and represents the main difference that this tactic has with respect to other promotion methods that exist within marketing.

With SEO you ask for permission, instead of interrupting or annoying people with ads that no one wants to see.

With this marketing practice, you attract potential buyers because your content is important to them.

Because it is important?

Because it will help them with one of two things:

-Solve a problem.
-Answer a question.

You don’t want to sell, you want to lend them a hand with some inconvenience they have.

Paradoxically, the less you want to close a transaction, the closer you will be to getting a new client.

How to do SEO? Google positioning guide for beginners

Google is a platform that answers questions and solves problems.

People go there for that.

If your business is doing one of these two things, it will do very well in search engines. It doesn’t matter if your topic is very technical (like solar panels) or very competitive (like codependency).

Very simply put, the whole SEO game is about serving the needs of your audience better than your competition.

“When potential customers visit your website, will you help them answer their questions better than any other company in the world?” -Marcus Sheridan in They Ask, You Answer

What is SEO On-page?

On-page SEO consists of all the optimizations that you can do to your website so that it occupies better positions on the Google results page.

What are these optimizations about?

The quality of the information:

According to the Google Search Quality Evaluator Guidelines, the main factor in determining the position of a web page is “the satisfactory amount of high-quality content” that it has.

The factors that determine that quality are:

a) User satisfaction.

b) Originality.

c) Organization and legibility.

d) Depth of the texts.

e) Author of the content (experience, authority and reputation of the writer).

More about the subject: ¿Cómo redactar textos SEO de alta calidad? Checklist + factores

Titles and descriptions used to grab the attention of readers:

The title tag and the meta tag of each of your web content give you the opportunity to draw the user’s attention so that they prefer your site over any other on the Google results page.

More about the subject: ¿Cómo escribir títulos y descripciones SEO atractivos? [13 tácticas]

The user experience:

Every person who reaches your content should feel good. You should understand how to use the page with ease, and if you want to go further, you should be delighted.

The user experience will not only allow you to opt for better positions on the Google results page, but it will also bring your texts, videos or podcasts closer to being shared through social networks by more and more people who enjoyed that content.

Your website must be:

a) Intuitive.

b) Quick to load.

c) Adaptable to any device.

d) Aesthetic.

More about the subject: Experiencia de usuario en SEO: 4 consejos que elevarán tu tráfico

Technical aspects:

It’s important to make your content searchable because it will make it visible to more relevant users.

If Google is having trouble interpreting your page, you may be missing out on an important source of traffic.

Remember to put your keyword in:

a) The title tag.
b) The H1.
c) The text
d) descriptive URLs
e) Your images (alt attributes).
f) Links that go from other articles on your website to the text you want to position.
g) On other websites (link-building).

And keep in mind that Google still doesn’t read what’s inside an image or video very well, so most of your content should be written.

More about the subject: ¿Qué aspectos técnicos considerar para posicionarte en Google?

What is SEO Off-page?

Off-page SEO is everything you can do OUTSIDE your website to make it more relevant.

It has to do, basically, with public relations and with the construction of hyperlinks (backlinks).

Your goal is that hundreds of portals around the web link to your site.

With this you will gain prestige and increase both your positions in Google and the number of visits you receive monthly.

More about the subject: ¿Cómo hacer link building en? 9 métodos garantizados

What is SEO for?

You will generate more visits

With SEO, you will make your future customers find you while they are browsing the Internet. Thanks to him, you will reach people you never imagined.

More about the subject: ¿Cómo atraer tráfico web? SEO vs. Redes sociales

Here we leave you a video that summarizes the essence and advantages of SEO with respect to social networks:

You will get more prospects

With web positioning, you will transform clicks (visits) into potential customers.

More about the subject: ¿Cómo vender en Google con Inbound, Marketing de Contenidos y SEO?

you will become a leader

The better positions you occupy in the Google results page, the closer you will be to dominating the market through the Internet.

More about the subject: ¿Cómo hacer SEO? Estrategia de posicionamiento orgánico

You will close more sales

Appearing in front of your potential consumers just when they are looking for information about your industry will allow you to be closer to getting new clients.

More about the subject: SEO vs. PPC: ¿Dónde y cómo invertir en Google?

Why do you need SEO positioning in your company? Appear first in Google and its importance

Appearing first on Google means that when your potential client wants to know something related to what you sell or offer, you will be the first to answer.

This is a great advantage since most of the purchase processes currently involve this search engine.

Why is this happening?

Because when we want to find out something we almost always end up asking Google.

Google es el gran buscador de Internet, muy por encima de YouTube, las redes sociales y otros motores de búsqueda como Bing
Google es el gran líder de Internet, muy por encima de YouTube, las redes sociales y otros motores de búsqueda como Bing. Fuente: Moz y Jumpshot

The problem is that it is not enough to be on Google.

According to a study by Slingshot SEO (2011):

The first position of Google takes 18.2% of all clicks.

Second place receives 10.1%.

The third 7.2%.

The fourth 4.8%.

And so on.

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The higher you are, the more visits you will receive.

In addition, being among the first positions is vital, because it allows you to design the key that opens any sales process.

That key has a name: trust.

Why is this happening?

Why people believe in Google:

“If they put this page in the first position, it must be for a reason.”

How can I optimize a page, website or blog? SEO campaign in 3 steps

To optimize a website you must perform the following steps:

SEO analysis

This phase consists of an audit of your website, a study of keywords of the industry in which you are, an evaluation of your competition and the outline of the route to follow.

In addition to this, you will determine what phrases they currently find you with.

As we explained in our article on how to do an SEO Analysis, the 7 main actions to take in this phase are:

1.- Tracking the website: determine how much information about your company is available on the Internet.

2.- Search traffic: discover how the visits your website receives from Google are distributed.

3.- Keyword analysis: carry out keyword research to find out the most searched terms in your industry and with which words they get your website.

4.- Search traffic + Keyword analysis: what is the performance of the keywords that the company wants to conquer according to the traffic it already receives?

5.- Site packaging: what are the titles and descriptions of your pages?

6.- Loading speed: how fast does your site load on the mobile and desktop versions?

7.- Analysis of the competition: with what terms does Google associate your rival? What is the domain authority of that company? How is the traffic that reaches that website distributed?

More about the subject: Análisis SEO: Auditoría profunda en 7 pasos (+ herramientas y ejemplos)

SEO On Page

This stage is based on the optimization of your website. They are the quick wins of every project.

The SEO On Page consists of fixing what is indicated in the SEO Analysis.

Basically, there are 7 steps:

1.- Change the titles and descriptions of your main pages.

2.- Modify the information architecture of the site (menus, friendly URLs, internal links).

3.- Improve loading speed.

4.- Fix the most important errors (links that do not open).

5.- Install useful applications (plugins) in terms of SEO and user experience.

6.- Ensure that the website is adaptable (responsive) on all platforms (PC, mobile, tablet).

7.- Be aware of the indexing of all the pages (create the SiteMap and upload it to Search Console).

More about the subject: ¿Qué es el SEO On Page? 7 pasos [herramientas y caso de éxito]

Content marketing (article production)

In this section, the task is to produce the best pieces of content that have ever existed in your industry.

The intention is that you appear first in Google every time a potential client wants to solve a problem or answer a question.

To do this, you must develop a content plan and attack the following topics:

1.- Prices and costs (why should you put your rates on your website and why do your fears make no sense?).

2.- Main problems of your products or services.

3.- Comparison between your offer and that of your competition.

4.- Criticisms and evaluations of your products or services.

5.- Articles of the style: “The best shoes to play basketball” (change the words that are in bold according to the topic of your business).

More about the subject: ¿Cómo hacer SEO? Estrategia de posicionamiento orgánico (+Plantillas)

What main tools can I use to do SEO?

Google Search Console

This tool allows you to study how people are finding you in the search engine.

Google Search Console is a small space in the Google engine room.

There you can see the performance of all the pages of your site.

Search Console: Estadísticas Pencil Speech | Octubre 2019
Search Console: Estadísticas Pencil Speech | Octubre 2019
Con Google Search Console podrás saber con qué palabras están encontrando a tu sitio web
Con Google Search Console podrás saber con qué palabras están encontrando a tu sitio web

Google Analytics

With this tool you will be able to know which countries have accessed your website, how much time they spend on each of your pages, how many people are browsing your portal in real time, how many new users you have acquired, among other things.

Google Analytics

HubSpot

With this tool you will be able to know the path that your users take once they enter your site. In this way, you will know, for example, how much content a certain person read before requesting a quote.

In addition, HubSpot allows you to automate all processes and plant “mines” so you don’t miss any opportunity to get potential leads.

More about the subject: Métricas SEO: ¿Qué estadísticas medir? (+herramientas)

Applications to perform an SEO Analysis

If you want to audit your website, you can try the following applications:

MozBar SEO Tool.
Ubersuggest.
Google Keyword Planner.
Screaming Frog.
Yoast SEO.
Similar web.
PageSpeed Insights.
SEMrush.
Ahrefs.

How does Google work? search types

If you want to embark on the path of SEO and help your future clients, you should keep in mind that there are different types of search on Google.

The main ones are:

Do – The purpose of this query is to do something: buy some shoes on Amazon or listen to a certain song.

Know – The goal in this quest is to find out about something: find out the name of a band’s soloist or identify which is the best Italian food restaurant in Caracas.

Go – The purpose in this case is to go to a specific place on the Internet: go to Facebook or the official page of Real Madrid.

It is important to be clear about this to determine the user’s intent: ‘What does this person want to solve with their query?’

For example:

If someone searches the internet for “democracy definition”, the person behind it is likely to be a student who wants to complete an assignment.

His goal is Saber.

So if you want to solve that problem for them, if you want to produce an article that ranks high on Google for that kind of query, you’re going to need to explain that concept in as structured a way as possible, and on top of that, you’re going to have to add the perspective of several renowned academics and recommend some relevant books on the subject.

Google is getting smarter when it comes to pinpointing the best content for a given query.

What do we mean by this?

That if you strive to create the best article possible, you will surely have a great reward.

How much money can you earn by appearing first on Google? SEO ROI

It depends on the context: what is the industry? What are the characteristics of your company? what is the value of your product? Is there any purchase intent in the search?

Soon, without additional information, it is impossible to make an exact calculation.

What is certain is that a well-positioned text could bring you 3 million dollars in profits.

More about the subject: ¿Cómo calcular el retorno de inversión (ROI) del posicionamiento SEO?

How to explain to an SEO client the reason for your fees?

To explain to an SEO client the reason for your fees, you can read this text: How much does it cost to position your website in Google? Prices and rates.

There you will find the reason why web positioning costs what it costs and how you could charge it.

SEO Agency: What is it?

An SEO agency is a company specialized in helping other companies reach the first page of Google.

They usually offer services such as Analysis / Audit, SEO On Page and Content Marketing.

Pencil Speech, the website you are reading this text on, is an SEO agency.

You can contact us here: Write us!

Write us!

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Checklist SEO con todo lo que debes hacer para posicionar tu web en Google