SEO Ranking: how to appear in Google for free

The SEO Ranking is the set of techniques and actions of digital marketing you can do for free , without paying advertising , to get Google and other search engines show your website in the first results of user queries .

SEO (acronym for Search Engine Optimization) means search engine optimization , that is, the process of improving a website so that search engines understand it and position it better . By extension, the professional who works to improve search engine Ranking is also called SEO .

Are you convinced that the internet is useless to get clients ? Do you think you don’t need a website ? Do you think you don’t need SEO ?

In that case, perhaps you should read Microsoft’s study with the participation of more than 600 senior marketing professionals , which points to SEO as the most important professional skill (Hard skill) in the 2020.

We are ready? Let us begin!

Do you need an SEO expert?

At the end of this guide, you will have enough knowledge to optimize your website , but you may be interested in hiring an SEO professional to help you.

An expert in SEO Ranking is a professional trained to improve the visibility and position of websites in search engines, so they will achieve better results in less time than someone with less experience and knowledge .

If you want us to help you position your website, ask us for a free quote !

Our SEO services include:

  1. Migrations of both servers and domains
  2. Optimization of the content and structure of your website
  3. Technical assistance for the development of your website : hosting, redirects, error pages, use of JavaScript and much more
  4. Development of content optimized for SEO
  5. Design and creation of landing pages optimized to achieve conversions
  6. Management of online business development campaigns
  7. Keyword analysis and study of your competition
  8. SEO training
  9. Experience in local SEO , geographical areas and specific markets
  10. Specific solutions adapted to your needs

We are also specialists in the design, creation and management of campaigns in Google Ads (SEM).

You can consult this article with the Google Tips to hire an SEO consultant.

If you prefer, in the following video you have some tips from Google to choose an SEO . It is in English, but you can activate the subtitles in Spanish.

How to get clients on the internet?

To understand how to get clients on the internet, it is convenient to know these 5 data :

  1. According to a study conducted by Deloitte , The economic impact of disruptions to Internet connectivity , 80% of people search the Internet before making a purchase . This percentage includes those who end up visiting an offline establishment . ( ROPO : Research Online Purchase Offline)
  2. Statistically, more than 90% of visitors to any website come through search engines : Google , Bing , Yahoo , etc.
  3. Google states that 35% of the people who use its search engine access one of the first 3 positions , and 75% do not go beyond the first page .
  4. According to Google , which lives off advertising, about 80% of users ignore paid ads .
  5. According to the Pareto principle or the 80/20 rule , a few search queries lead to the majority of visits to each website .

What conclusion do you draw from this data ? Mine is this:

Most of the customers of any company come through Google, and their quantity and quality depends on the position of that company in the ranking of a few searches.

Later we will see how to discover and use the keywords for your website with free tools to do SEO .

Now the most important thing is that we agree that:

If your customers can’t find you when they do a search, they’ll find your competition

That is to say, the question is not how to get clients on the internet , as if it were another option in your marketing strategy .

Your customers are on the internet, and that’s where you should look for them !

Why is it important to appear in Google searches?

There are many ways to gain visibility on the internet in addition to appearing in Google search results , including social media presence , digital media appearance , and countless other options.

The fundamental difference is that Google results respond to a specific search at the moment when the user is interested in it .

To understand the relevance of appearing in the top positions in search results , you can imagine 2 everyday situations for a physical store :

  1. A potential customer walks through the street where your store is located without looking for anything in particular , while a multitude of stimuli attract their attention
  2. A potential customer walks down the street where your store is located looking for a product that you have displayed in the window.

Obviously, in neither of these cases are you guaranteed a sale , but surely you agree with me that it is more likely to occur in the second situation .

How to appear in Google search results?

Google can offer many types of results depending on the query you make. You can read more information at this link: Appearance of the results in a search engine: SERPs .

For the matter at hand, we will stick with the two main options: Organic results and ads .

Organic or natural results

The organic ones are the relevant results that appear naturally based on the user’s search query, without having to pay for it, and the set of techniques that allows you to gain visibility and improve the position in the results is known as SEO ( Search Engine Optimization).

To check which pages of your website are in the Google index , you can search the URL of your main page (the home page) with the search operator “site:” .

As a result, Google will show a list with all the indexed pages of your website .

Payment results or ads

The paid results or ads : This is advertising and you must pay the search engine for your ads to appear. The set of marketing actions to show advertising on the internet is known as SEM (Search Engine Marketing)

The paid results are identified with the label ” announcement ” and can be located in different locations , the most desired (and more expensive) to the top, before the organic results .

You can create advertising campaigns using Google Ads , the platform that allows you to manage Google’s online advertising .

Differences between SEO and SEM

The main difference between SEO and SEM is obvious:

  • The SEO focuses on improving visibility in organic and natural search results, getting to appear in the top positions by satisfying the best possible consultation.
  • The SEM is based on advertising campaigns through paid ads on the results pages, providing interested responses that are compatible with the query

There are many pros and cons to basing your marketing strategy on one of these two options, but you don’t need to choose.

SEO and SEM are perfectly compatible and very effective when used together

Depending on your resources and the objectives you want to achieve, you should evaluate the advantages and disadvantages of each one.

Here is a table with some of the differences between SEO and SEM .

 Organic results ( free ) Payment results ( ads )
 There is no direct investment in web positioning , although SEO optimization work always carries costs Offers complete investment control and pays for results
 No guarantee of results Predictable results
 Results medium / long termImmediate  results and fast optimization
 Results are maintained over time Results disappear when investment is withdrawn
 Limited number of keywords to position, exposed in the content Unlimited keywords (hidden listing)
 Traffic with content value Visits with commercial value
 The position in Google depends on the quality of the information The position in Google depends on the price offered , but also on the level of quality of the campaign
 There are no segmentation options Possibility of segmenting the audiences to which the campaigns are directed
 Requires technical knowledge Anyone can create a Google Ads account to post ads
 Difficult to monitor, constant changes and difficult to predict Powerful monitoring tools

mixed strategy using SEO and SEM enables fast results with immediate visibility , while investing in improved long-term sustained results .

Meanwhile, I have not yet told you how to get customers on the internet . We’ll get to that, but we still have a few things to talk about.

For example, that, as in physical stores, not all customers who visit you end up making a purchase …

What visits to your website are converted into sales?

Under the 80/20 rule , a few search queries drive the majority of visits to your website .

However, many visits are not the same as many conversions , and for your sector there are more interesting keywords than others .

Therefore, the most important types of keywords are classified according to the user’s intention and according to the expected volume of visits .

I’ll give you an example: If you have a Ferrari car dealer , it is not as interesting for a user to visit your website whose search query is ” buy a Ferrari ” than another who searches for ” cheap cars “.

The query ” cheap cars ” is very popular and can take many visits to your website , but you are more likely to close a sale with one of the few who searched to ” buy a Ferrari .”

This concept is as easy to understand for your website as it is for a store . It is important to know how many of the customers who visit your store end up buying something .

If your store is full of people and nobody buys anything , you are doing something wrong !

If your website is optimized to convert visits into sales (landing pages, conversion funnel optimization, lead capture forms …) the conversion rate can reach 5% or up to 10%.

If your website is not optimized you will not know what I am talking about, that conversion percentage is probably zero and you should be doing something about it, NOW !

I know what you are going to tell me: some clients buy and others don’t . What a novelty!

Be patient, we still have to comment on something else …

How does Google sort the search results?

The search engines like Google need to provide the best results for searches users : the most relevant , valuable and specific for each query. And how do they get to know what they are?

Let’s stop for a moment to understand how search engines work .

The important terms we will need are:

  1. Google robot : It is the generic name of the Google crawler , Google bot or spider , which constantly crawls billions of pages.
  2. Index : Google stores all the web pages it knows about in its index. The index entry for a page describes the content and location (URL) of the page in question.
  3. Indexing is the action of retrieving, reading and adding a page to the index
  4. Crawl : process of searching for new or updated web pages . Google discovers URLs by following links, reading sitemaps, and in many other ways. Once found, it indexes them (if applicable).
  5. Ranking : Ordered list of results with the most relevant pages for a query

If you prefer, you can take a look at Google’s own explanation of how Google search works , or watch the video on search basics where Matt Cutts explains it . 

Here is a simpler explanation that lasts 5 minutes :

Now we’re done, let’s see how Google sorts search results :

  1. The robots of search engines like Google , jumping from link to link, track your website to get an idea of their content ( crawling ) and decide what questions could be an answer valid ( indexing ), saving the data you need in your gigantic basis of data .
  2. They also save the behavior data of each user : queries in previous searches, pages visited , time spent in each one, bounce rate , etc.
  3. Using complicated algorithms , search engines understand what each user wants to search for and rank ( order ) the results.

The ranking of Google results constantly changes for the better , analyzing its validity through a sampling process that occurs as follows:

Google shows the content of each website in some searches that seem relevant to a few users, and analyzes their behavior.

Based on the behavior of those users, Google establishes the relevance of your content for each specific search , and uses the results to improve its algorithm .

You may think that as a user you are disappointed because Google uses you as a guinea pig , but in reality the probability of this happening is very small.

Keep in mind that Google receives 3.8 million search queries every minute !

As I was saying, depending on the results of your website in these anonymous surveys , Google modifies the position in the SERPs , awarding you the place that corresponds to you.

Therefore, the order of the results of a search in a search engine  is conditioned by 4 main variables :

  1. Of course there are the search engines themselves, led by Google , which with their algorithms constantly modify your position.
  2. There is also you , the webmaster , and the work and SEO techniques that you can develop, to get the best possible result .
  3. Third is the competition , who will also strive to do a good job and rank as high as they can in the SERPs .
  4. The user is the most important variable. Your behavior and preferences dictate the changes in the search engine algorithm and the actions of SEO specialists .

Both the search engines like you , as well as your competition , depend on the tastes and decisions of the users , but the content , the information in whatever format (texts, images, videos, etc.), is what users are looking for .


The user is the boss, but the content is King!

All right, we already know how Google sorts search results . We are closer to understanding how to appear in the top positions !

It has been a long road here, but we are ready to face the big question: What is SEO ?

What is SEO?

SEO is the acronym for Search Engine Optimization, or what is the same, search engine optimization

You can find references to this concept in many ways: natural Ranking , organic Ranking , Ranking Google , web Ranking , search engine optimization , web optimization , etc.

The SEO is the set of techniques and actions of digital marketing that can be done for free , without paying advertising , to get visibility on the results of Internet search engines .

SEO beginnings

To start at the beginning, on August 6, 1991 , Berners-Lee first published a summary of the World Wide Web project , in what has subsequently been considered its official announcement at the same time that it marks the beginning of the web as a service available on the internet .

In the following years, the number of web pages available on the Internet grew until it became clear that it would be necessary to create some type of index to find them, since the only way to access each of them was to know their address in advance .

Thus, in 1994 the launch of Yahoo! , which allowed websites to request indexing in their search engine , followed by the creation of WebCrawler , the first bot aimed at indexing the content of the web .

Internet content continued to grow and new search engines emerged to put order, among which was Google , which appeared on September 4, 1998 .

Soon companies realized the potential business that their presence and visibility on the internet could bring them , which marked the birth of SEO as a means to take advantage of and improve internet Ranking .

Some of the main parameters used by search engines to classify websites were:

  • Number of visits
  • Number of repetitions , in the content of the web, of the keywords that users search
  • Backlinks , that is, number of external websites with links to that website

These and other parameters were applied by means of algorithms , which assigned a score to each web page based on these values and attributed the position in which it should be displayed for each query .

Launch of PageRank

In 1999 Google patented its PageRank search algorithm , created by its founders, Larry Page and Sergey Brin, based on the Science Citation Index (SCI).

The SCI is an index that measures the importance of scientific publications, assigning them relevance based on the number of publications and bibliographic references received from other scientific works.

The PageRank took a value between 0 and 10 considering the number of incoming links , but also the quality and importance of the website where the link was located .

In this way, Google was able to incorporate the authority of a website into the relevance value of its content.

The use and improvement of PageRank allowed Google to provide significantly more relevant results than the rest of its competitors, giving it a competitive advantage that it has managed to take advantage of to become the giant we all know today.

For many years Google made its data public, providing various tools that allowed us to know the PageRank value of each website.

Due to constant attempts to manipulate the algorithm , the last public update occurred in March 2016 .

In this way, Google continues to use the PageRank value in its algorithm , but this data cannot currently be consulted.

Brief history of SEO

The history of SEO can be continued by listing the main Google algorithm updates :

  1. Florida : Tackles Spam and Junk Content
  2. Caffeine : New Architecture to Index Results Faster
  3. Panda : Classify Web pages based on the quality of their content, evaluating whether visitors are satisfied with the search result.
  4. Penguin : Analyze links on Web pages, degrading artificial ones and penalizing bad practices
  5. Hommingbird : User experience, evaluating their satisfaction
  6. RankBrain : Using Artificial Intelligence to process queries and search results
  7. Mobile-Friendly : Rate the pages based on whether they are responsive, whether they adapt to mobile devices
  8. BERT : Better Understand User Search Intent

These are only the main updates , the ones that have caused a change in the SEO rules and have forced the sector to evolve . Other authors will highlight others, based on their own experiences.

It is estimated that Google applies more than 500 updates to its algorithm per year . Even several on the same day!

SEO OnPage and SEO OffPage

The SEO actions can be divided into two main groups :

  1. SEO On-Page , actions within your website, related to relevance
  2. SEO Off-Page , actions outside your website, has to do with authority

The relevance is the relationship between the content of a website and a user query while the authority and confidence measures the popularity of a website.

  • Among the techniques of SEO On-Page (On-Site) are changes in the structure and information on the website , generating content , optimizing keywords , charging time , user experience and format of the URLs .
  • Among the techniques of SEO Off-Page (Off-Site) are attracting links incoming or linkbuilding , presence in social networks , appearances in the media and authority brand

In most sectors, knowing SEO techniques and applying them correctly is usually enough to get you in good positions in most searches .

This is simply because most of your competitors are not doing it .

The application of SEO techniques is usually more intense in sectors with a lot of competition , in which there is a battle to rank above in the results of the most important keywords .

Okay, now you’re going to tell me: This SEO is fine, but what is it for ?

What is SEO for?


SEO helps your website and your brand increase their visibility on the internet , that is, so that your customers find you easily

Let me mention some definitions to understand us :

  • The search engine results page is known as SERP , short for Search Engine Results Pages , and each of the results that appear in the SERPs are known as snippets (snippets).
  • The queries that users make in a search engine are called a keyword or keyword , regardless of whether it is one word or several.
  • Finally, the percentage of clicks received by a website in relation to the number of impressions is the CTR or Click Througt Rate.

And now for the bad news: The fact that 35% of users click on one of the first 3 results of the SERPs and 75% do not go beyond the first page is clearly out of date.

The current reality is much more drastic!

The SEOprofiler portal has compiled information from some more recent studies that shed some light on this matter:

In the columns of the table you will see the following studies :

According to this comparison, on average 43% of clicks go to the first position (the first position has a CTR of 43%), the second close to 18% and the third just over 13% , for a total of 75% CTR for the first 3 positions .

The sum of the CTRs of the top 10 positions gives more than 100% CTR because many users click on another position after having previously visited one.

To understand the importance of appearing in one position or another in the SERPs , let’s take an example:

If your website appears in the search results for a word (or phrase) that has an average of 1,000 queries per day , the average number of visits you will receive for that keyword based on your position in the SERP is 430 visits if you appear on the first, 180 if you are second, only 45 if you are tenth and almost none in the following positions.

 3 14%
 4 9%
 5 8%
 6 6%
 7 6%
 8 5%
9 4%

Considering that it is easy for an experienced SEO to improve the search results of a website for specific queries or keywords , and I will explain how to do it later, it is common sense to understand that …

Companies that do not pay attention to SEO will see their business results decrease as the competition works their Ranking in Google

How to know my position in google?

Knowing the position of your website in Google for a keyword and the number of users who perform that search in a period of time will allow you to calculate the visits that will come to you thanks to that query and how much they could increase if you improve the position .

This information is essential for SEO and may seem like an easy question to answer, but it is not so easy.

The first thing that will occur to you to get this information is to Google the keyword that seems most important to you and check the position that your website occupies in the results (SERP).

However, Google offers different results for each search (and in different order) based on a multitude of variables such as the location of each user , their search history , their device , the pages visited , etc.


By repeating the same search on your device, you cannot check the results of your SEO actions

Browse incognito mode

The easiest option to find out the position of your website for a search result is to browse privately using the incognito mode of your browser.

It is not a 100% reliable system and also the position is constantly changing , but it can be a good first contact because in incognito mode the browser does not save your browsing history .

To open a window in incognito mode in Google Chrome, follow these steps:

  1. Open Google Chrome
  2. In the top right, click More (3 dot icon), then New Incognito Window .
  3. A new window will open. Check that the incognito mode icon (hat and glasses) appears in the top corner.

You can also use a key combination to open an incognito window :

  • Windows, Linux, or Chrome OS: press Ctrl + Shift + N.
  • Mac: press ⌘ + Shift + N.

Google Search Console

There are many tools to know the position of your website , many of them paid, but the main one is Google Search Console .

In the Search Console Performance Report you will find all the keywords in which your website appears as a result with detailed information on its average position , the number of times it appears , the clicks it gets, the URL that receives the visits and much more.

The data appears associated with each day in the period of time you choose, so you can easily check the evolution of the results of your SEO actions .

However, the main SEO tools such as Google Search Console only show the average position in which your website appears for a query , without specifying locations .

Read on and you will discover the characteristics of local SEO , and how to see search results in another country, in another city or even on a specific street .

What is local SEO?

The user’s location is the main modifier of search results and the reason for the existence of local SEO (Local Search Engine Optimization).

When results associated with a physical place such as local businesses, service companies or locations of any kind appear in a search , Google shows the results located near the user in better positions .

For this reason , transactional keywords , which indicate a purchase intention or interaction by the user, are the main candidates to improve the SEO positions of local businesses .

The most important tool for local SEO is Google My Business , which helps you control the information that appears on Google about your business .

If your business has an active Google My Business page , an information panel will appear highlighted in local searches that will give you greater visibility and that you can customize with the most interesting data for your customers .

Taking all this into account a local business as a bakery has little chance of appearing in the top positions for General search as ” where to buy bread “, except that the search is done within walking distance of your store .

In these local searches, it is the most important to appear in the first positions above the competition , since they are the ones that are most likely to attract customers who will make a purchase .

Additionally, by optimizing the local SEO of your website , additional site links will appear that will multiply your visibility and click-through rate (CTR).

The location of the user who performs a search is a fundamental piece of information in your SEO strategy , but how does Google know the location of each user?

How does Google determine your location?

When you do a search , Google estimates your current location as part of its strategy to deliver more relevant results .

Your location is used to show you nearby results , even if you didn’t include a location in the search.

To determine where you are , Google uses these sources :

  • The location of the device
  • Your tagged sites
  • Your location history
  • Your previous activity on Google products
  • The IP address of your Internet connection , necessary to use the Internet

In general, you can control most of these location sources with device permissions , your account preferences, and other settings .

How to view search results in a different location?

Depending on the size of the area you are interested in, there are different free ways to view search results by changing your current location .

Search results in another country

Google allows you to change the country that appears on your device by default from its configuration section . You just have to do a search and an option selector will appear after the search box, before the results.

Among the various options it contains, you will find the ” region settings ” section, where you can choose to see the search results that are displayed in a country other than the one that appears as the default .

After choosing your country from the list, click Save .

Search results in another city

If you want to see how location in a specific location affects search results , you can use the Google Ads ad diagnostic and preview tool .

The goal of this tool is to display Google ads that appear in location-specific search results , but display the entire SERP as it would appear in a local search .

You can use the preview tool even if you’re not running any ads, and if you don’t have a Google Ads account you can create one for free .

The Google Ads preview tool allows you to select :

  1. Keyword
  2. Geographic location
  3. Device language
  4. Type of device

Search results on a specific street

The simplest option I have found to manipulate location in Google search results is to use Local & International Google SERP Checker .

It is a website that allows you to change the location of your Google search using the Google Chrome developer tools .

You just have to enter your search query , the country and language and the physical address from which you want to geolocate it , and a Google page will open with all these data configured .

The steps to use it are as follows:

  1. Open  Local & International Google SERP Checker
  2. Write the keyword you want to search for in the first box
  3. Start writing the country in the second box and choose your country and language in the drop-down
  4. Write the address in the third box and press the geocode button to configure it
  5. Finally, press the search button in the first box

If you prefer to try doing it on your own, you can change the location in Google Chrome by following 5 simple steps :

  1. Open Google search in Google Chrome
  2. Right click to show the option selector and open the Inspect tool (you can also open it directly with the Windows shortcut Ctrl + Shift + I)
  3. In the menu on the panel that will open, click the Customize menu (button 3 vertical dots ) and opens ” More tools ” ( More Tools ) to select ” Sensors ” (sensors) in the dropdown
  4. In the sensors panel , open the Location drop-down and choose Others
  5. In the corresponding boxes, enter the coordinates of the location that you want Google to use to display the local search results (you will find the coordinates using Google maps)

Now, in the searches that you carry out below, Google will behave as if you were in the coordinates that you have indicated.

With everything we’ve seen so far, it’s time to do a quick check of your website’s visibility on Google …

5 basic visibility checks on Google

The Google Webmasters video channel publishes a series of introductory videos, ” Search for Beginners “, to improve your website’s online presence using Google search tools .

In episode 7, ” Top 5 things to consider for your website “, he reviews the 5 main questions that you must take into account in order for your website to appear in Google search results , among which is the recommendation to hire an SEO professional .

These tips are basically the same as those on the Google Basic Search Visibility Checklist .

As a first step, I recommend you perform these 5 basic visibility checks in Google that you can easily perform:

1.- Does your website appear in Google searches?

The inclusion of your website in Google results is easy and free .

Find out if your website is in the Google index :

Search your website on Google using the search operator “site” (site: If results appear, it is that Google has indexed it

If your website is not in the Google index , it may be for one of these reasons :

  • It does not have inbound links from other websites that Google has indexed
  • It was just published and has not been tracked by Google yet
  • The design does not allow Google to crawl your content
  • Google has encountered an error trying to track it
  • Your website’s policy prevents Google from tracking it

To solve any of these problems, you can verify the ownership of your website with Google Search Console and add your website to be indexed .

2.- Do you offer quality content to users?

Your number 1 priority should be to offer the best user experience on your website. You must offer original content that adds value and loyalty to users.

Read the Google Webmaster Guidelines confirm that you are optimizing your website according to Google guidelines .

3.- Does your business appear as a local business on Google?

Google My Business is the tool that helps to control the information of your business that appears in Google , from the search engine to Google Maps .

Add your business and your website from Google My Business , it is free and easy to activate.

4.- Is your content easily and quickly accessed from any device?

Most searches are done from mobile devices , so you need to make sure that your website is optimized and loads fast on all devices.

Take the test to see if your website is mobile-friendly !

5.- Is your website safe?

Users expect security in the experience with your website . To ensure this, install an SSL certificate to use the HTTPS protocol .

Do you need outside help?

As an additional check , Google suggests that you ask yourself if you need external help from a professional SEO .

The professional who performs search engine optimization tasks is called an SEO consultant , Search Engine Optimizer (whose acronym is also SEO) or SEO specialists .

For SEO they are essential the training , to be a day of changes in search engine algorithms and the constant analysis of their data and those of its competitors .

Today’s search engines are based on artificial intelligence , which means that they constantly adapt and learn , and any shortcut that does not consist of doing quality SEO work has always ended up being discovered and rendered irrelevant , if not directly penalized .

If you are still here at this point, the topic interests you, so let’s get into the matter: Do you want to know what the keys to SEO are ?

What are the keys to SEO?

In general, the 5 keys to SEO are:

  1. The quality of the content
  2. The authority of the domain (age, inbound links , prestige, etc.)
  3. The user experience (including the structure, the design of your website and the security features)
  4. The optimization of the load speed or WPO (Web Performance Optimization), increasingly important with the increase of searches on mobile devices
  5. The analysis of results , both yours and your competitors ( Benchmarking ), to apply specific SEO techniques

Although these keys are durable over time, each Google update adds nuances to take into account.

For example, BERT, the biggest update to Google’s algorithm in 5 years, will allow a better understanding of users’ search intent in context- dependent queries .

It is estimated that BERT will alter the ranking in 10% of Google search results , so search intent is established as one of the main issues to consider when planning an SEO strategy .

Evaluate the quality of your website

The Google webmaster blog , in its article of August 1, 2019 ” What webmasters should know about Google’s core updates “, proposes a list of questions to evaluate the quality of a website or post that give a rough idea of how algorithms Google distinguishes the highest quality sites .

The quality of a website is based on the combination of two main factors: Authority and Relevance .

  • The relevance can be defined as the extent to which the content of a web responds to the query of the user .
  • The Authority , for its part, measures the degree of trust that the search engine gives to the reputation of the domain and the creator of the content .

The questions you should ask yourself to evaluate the quality of your website , as if you were a user who arrives without having any prior reference , are the following:

Content and quality questions :

  • Does the content provide original information , reports, research or analysis?
  • Does the content provide a substantial, complete, or comprehensive description of the topic?
  • Does the content provide insightful analysis or interesting information that goes beyond the obvious?
  • If the content is based on other sources , do you avoid simply copying or rewriting those sources and instead provide substantial additional value and originality ?
  • Does the page title provide a descriptive and useful summary of the content?
  • Does the page title avoid being exaggerated or shocking in nature ?
  • Is this the type of page you want to bookmark , share with a friend, or recommend ?
  • Would you expect to see this content or a reference to it in a print magazine , encyclopedia, or book ?

Experience questions :

  1. Does the content present the information in a way that makes you want to trust it , such as clear sources , evidence from personal experience , background on the author or the publishing site via links to an author page or About page ?
  2. If you research the site that produces the content, would you get the impression that it is trustworthy or widely recognized as an authority on its subject ?
  3. Has this content been written by an expert who shows that they know the subject well?
  4. Is the content free of easily verifiable errors ?
  5. Would you feel comfortable relying on this content for matters related to your money or your health ?

Presentation and production questions :

  • Is the content free of spelling or stylistic errors ?
  • Was the content produced well, or does it appear sloppy or hastily produced ?
  • Is the content mass-produced or outsourced to a large number of creators, or is it distributed over a large network of sites , such that individual pages or sites don’t get as much attention?
  • Does the content have an excessive amount of ads that distract or interfere with the main content?
  • Does the content display well for mobile devices when viewed on them?

Comparative questions :

  • Does the content provide substantial value compared to other pages in search results?
  • Does the content appear to serve the genuine interests of site visitors or does it appear to exist solely because of someone trying to guess what might rank well in search engines ?

This list of questions is an update of the one published in the May 2011 article ” More guidance on building high-quality sites “:

  • Would you trust the information offered by the article you are reading?
  • Has this article been written by an expert who knows the subject well, or is it more superficial in nature?
  • Does the web have multiple duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
  • Would you feel comfortable giving your credit card information to this site?
  • Does this article have spelling , stylistic or conceptual errors ?
  • Are your topics driven by genuine reader interests , or does the site generate content by trying to guess what might rank well in search engines?
  • Does the article provide original content , as well as original reports, research, or analysis?
  • Does the page provide substantial value compared to other pages in the search results?
  • How much quality control is done on the content?
  • Does the article offer different versions of a story?
  • Is the site a recognized authority on your topic?
  • Is the content mass-produced or outsourced to a large number of creators, or is it distributed over a large network of sites, so that individual pages or sites don’t get as much attention?
  • Has the article been well edited or does it seem sloppy or was it produced quickly?
  • For a health-related query , would you trust the information on this site?
  • Would you recognize this site as an authorized source when it is mentioned by name?
  • Does this article provide a complete description of the topic it covers?
  • Does this article contain insightful analysis or interesting information that goes beyond the obvious?
  • Is this the type of page you want to bookmark, share with a friend, or recommend ?
  • Does this article have an excessive amount of ads that distract or interfere with the main content?
  • Would you expect to see this article in a magazine, encyclopedia, or print book ?
  • Are the articles short , pointless, or lacking in helpful detail ?
  • Are the pages produced with great care and attention to detail ?
  • Would users complain when they view pages on this site ?

Many of these questions are related or can be measured based on the rest of the search results , and in order to study your competitors you can use benchmarking .

Use Benchmarking

The benchmarking is a technique that involves analyzing the work of competitors who get the best results , extracting and transferring its best practices to improve our processes and actions.

In the strict sense, it is not about copying , but about discovering the techniques and practices that give good results to adapt them to one’s circumstances and characteristics.

The SEO benchmarking allows optimizing OnPage SEO to the discover the keywords that obtain better results, the content that best positioned and techniques recruitment and retention of users that work.

In the SEO OFFPage area it will allow you to discover the links that provide more Ranking and their characteristics, to incorporate this knowledge into your link building strategy .

Knowing how to analyze what those who are above and below do in each SERP is essential to understand what you can do to improve .

Watch out! Just as important as knowing what to do is avoiding bad practices!

Avoid bad practices

In the quality guidelines of the Google webmaster guide you will find a list of common bad practices that you should avoid, among which are:

  • Auto-generated content : texts generated by computer programs that contain search keywords
  • Deceptive redirects : sending a visitor to a different URL than the one they requested
  • Link schemes : Buying / selling links, excessive link exchange, mass publication of links, spam robots to create links, links with excessively optimized anchor texts
  • Cloaking – Presenting different content or URLs to users and search engines
  • Hidden text and links : hide text or links in content using background color, small font size, behind images, etc.
  • Door pages : placement of intermediate pages that are not useful, but must be visited to reach the final content
  • Copied content : publish content from other sites without including original content or added value, or with minor modifications
  • Affiliate programs : they usually present copied content that does not add value
  • Overuse of keywords : repetition of the same words, variations or synonyms in an unnatural or forced way
  • Creation of pages with malicious behavior : use of content or software that behaves differently than expected, redirects to other pages, runs programs without consent or downloads files to the user’s device without their permission

Avoid these bad practices! Incurring one or more of them can lead to penalties that ruin all the work done.

You already know what you can and cannot do. Now you need a plan!

Create a marketing plan

The cornerstone of any SEO project is the creation of a marketing plan , which must contain the development of the following steps:

  1. Initial analysis of the situation
  2. Identify SMART goals
    1. S: Specific / Specific
    2. M: Measurable / Measurable
    3. A: Attainable / Attainable
    4. R: Relevant / Relevantes
    5. T: Time-Related / With a certain time
  3. Develop the strategies and tactics that will allow you to achieve your goals
  4. Design and execute the actions to be carried out
  5. Review and measurement of the work done and… start over!

If you don’t have a marketing plan, what you do is not marketing!

If I have convinced you so far, you will want to start working on the SEO of your website through On-page and Off-page SEO .

Do you think we start with Off-site SEO? Let’s see how to get links !

Linkbuilding: How to get links?

The linkbuilding is the set of SEO strategies to get inbound links ( backlinks ) that allow increasing the authority of a website to climb positions in the SERPs .

The strategy of linkbuilding more effective (is recommended by Google) is the linkbaiting , which is to create content that by its high quality are linked naturally as reference of other authors dealing with issues .

The most valuable links , those that provide more authority to your website, are those that come from pages that deal with the same topic and have greater authority than your website .

It is also important that these links bring traffic to your website , as it is one of the main indicators of its relevance to search engines .

If you decide to take actions to get links , you should bear in mind that, according to Google’s guidelines for webmasters , artificially generating links to manipulate the Ranking of your website is one of the main reasons for penalties in search engines .

Techniques such as tiered linkbuilding (generating a network of links at various levels) or Private Blog Network (PBN, maintaining a network of private blogs) are usually detected and penalized by search engines .

Link schemes to avoid

The inbound links your web achieved with the intent to manipulate PageRank or Ranking in search results may be considered part of a link scheme that violates Google ‘s Webmaster Guidelines .

Some examples of link schemes that can negatively affect the Ranking of your website are:

  • Buying or selling links to manipulate PageRank , including exchanging money, posts, or services, as well as shipping free products
  • The exchange over link type “link my site and I ‘ll link yours”
  • The commercialization of articles or campaigns publishing guests with links anchor text and many keywords
  • The use of automated services to create links
  • The obligation to include links as part of the terms of a service , contract or agreement, without using the nofollow attribute or other method to block PageRank
  • Text ads that manipulate PageRank
  • Links with optimized anchor text in articles or press releases distributed on other sites
  • Links to poor quality bookmarking sites or directories
  • Keyword-filled or low-quality links that are embedded in widgets and distributed across different websites
  • Links in footers or templates of various websites
  • Comments in forums with optimized links in the post or in the signature

Design a link building strategy

To design a link building strategy you must apply the techniques of a marketing plan and start with the first phase of analysis .

1.- Analysis

  1. Analyze your situation : what links you have and from what pages, what is their authority, anchor text, visibility, and what traffic they generate
  2. Analyze your competition : look at who is in the SERP of the queries that interest you and find out what links they have

You can check what inbound links your website has from the report of links to your site in Google Search Console , with which you can see the number of links , the pages from which they come , the anchor text and the most linked pages of your site .

The tool allows you to download a spreadsheet with a list of all the inbound links that Google has detected and the date they were detected.

To detect who your competition is, you can search for your keywords by removing location filters and user preferences from your browser .

To do this you can use the incognito browsing feature of Google Chrome or tools such as Serplab , which in its free version shows Google results without filtering in the region of your choice.

Once you decide the websites that are your competition , the SEOprofiler tool in its free version will show you a table with all its backlinks specifying the title and url of the page , the anchor text and the specific url in which it is located , like this as the date the link was detected.

You will also find a column with the Link Influence Score ( LIS ), with an assessment of the influence of the links in the search engine rankings , so that the table can be ordered by this column to see the links with more authority .

2. Objectives

When you have finished the analysis phase, you can set the objectives of your marketing plan .

Some of the main objectives of a link building strategy can be to gain more authority to improve the position in the search results , get more traffic , more popularity or more sales .

3. Strategy

Design your link building strategy taking into account:

  • The anchor text : varies the anchor text of the links depending on the theme and type of company, without repeating too much those that contain the exact keywords
  • The speed of obtaining links, so that they have a natural evolution
  • The percentage of DoFollow and NoFollow , which normally follows the 80/20 rule
  • The authority of the web that links you, you can use various tools such as MOZ or the free version of Semrush .
  • Links to your competition’s pages . They are very important, they have contributed to putting your competition in the top positions and if you can get them they will do the same for you!

4.- Actions

According to Google , anything other than links obtained through linkbaiting (created by other users for the quality of your content) are bad practices .

Taking this into account, the main techniques to build a Linkbuilding Strategy with low danger of generating a penalty are:

  • Guest blogging : write content on relevant blogs and websites as a guest , generating natural links that point to your website from sites with content related to yours.
  • Forums and comments on blogs : Find forums and articles related to your topic and participate by adding value with your comments
  • Directories / Catalogs : There are many directories and catalogs with high authority. If there is a directory with the references of your sector, you cannot miss it!
  • Accounts in social networks : The links placed in the publications of your page or profile of social networks do not have a great value to generate authority, although they are an important source of traffic to your website.
  • Social Link Building : get quality links that point to the pages or profiles of your site on social networks (Facebook, Twitter, Linkedin, Google Plus, Instagram, Pinterest, Tumblr, …), to increase their relevance and authority in the searches.
  • Public Relations : You will be surprised what can be achieved by building relationships and collaborating with other webmasters. Kindness, education and empathy are the fundamental tools

Each teacher has his own booklet and in each sector or subject there are essential links to be in the first positions .

Find the links you have in common your competitors and discover how got.

5.- Review, measurement: go back to point 1!

Measure the results day by day , checking with Search Console how the links affect your positions and with Google Analytics what traffic they generate.

Analysis is the heart of SEO!

We only need to know how to do SEO On-Page . The light is already visible at the end of the tunnel! Here’s a summary guide to search engine optimization for beginners !

Search Engine Optimization Guide for Beginners

Google provides a guide to search engine optimization (SEO) for beginners , which explains a series of best practices to help search engines to crawl , index and understand better your content .

The search engine optimization ( SEO ) often involves making small changes to your website that can have a significant impact on the user experience and performance in organic search results .

According to Google, the basic steps to optimize your website are:

Help Google find content

Make sure that Google finds the contents of your website by sending a sitemap , a file that indicates to search engines if there are new pages or there have been changes to those that have already been crawled

The crawlers search engines like Google bot read this file to track your site more intelligently.

You can submit your sitemap using the Google Search Console webmaster tools .

Tell Google which pages should not be crawled

Use a robots.txt file to tell search engines which pages you want to prevent from crawling .

To prevent search engines from crawling some of your pages , Google Search Console offers an easy-to-use robots.txt tester to help you review the behavior of this file.

You must place the file in the root directory of your website, so that it can be accessed through .

Help Google (and users) understand the content

Some of the good practices that Google recommends are:

  1. Allow Google to see the page as users see it . Make sure Googlebot can crawl JavaScript, CSS, and image files using the Explore as Google tool , and test the robots.txt file with the Google Search Console .
  2. Specifies the default language and region .
  3. Create unique and accurate page titles . The <title> tag tells users and search engines the topic of a page, and each page must have a unique title.
  4. Use the description meta tag , which provides Google and other search engines with a short but descriptive summary of the content on each page.
  5. In Google Search Console you can find the HTML Improvements report , which indicates which description meta tags and <title> tags do not meet the length criteria or are repeated.
  6. Use <h1> … <h6> heading tags to highlight important text and its hierarchy , as if it were an outline
  7. Add structured data tags , code that you can add to your website pages to describe your content to search engines and display rich results. (If you don’t have programming knowledge, I don’t recommend it)

By correctly tagging a page with structured data , you can benefit from many special features in search results , such as star ratings, stylish results, and much more.

Organize the hierarchy of your website

The navigation of your website is important because it improves user experience , helping visitors quickly find the content they seek , and also because it helps search engines understand what content you consider important.

Design accessible and structured sites based on directories and categories , which facilitate an intuitive understanding of how they work and how to locate content .

The most common structure is to base navigation on the main page and use breadcrumbs lists , a row of internal links located at the top or bottom of a page that allows visitors to quickly return to a previous section or to the home page .

Use a directory structure that organizes your content well and allows visitors to easily identify where they are .

Just as a sitemap helps search engines understand the internal structure of your website , it is also advisable to create a navigation page so that users understand how it is organized .

Also note that URLs show up in search results . If you use simple and friendly URLs that contain keywords , you can take advantage of them to convey information about the content .

Duplicate content and 301 redirects

If the same content can be accessed on your website through different URLs , search engines will identify it as duplicate content , which can reduce its visibility in search results .

To avoid this you can use 301 redirects of the repeated URLs to the dominant URL . If you can’t redirect them , you should at least define a canonical URL .

A very common mistake is allowing the www and non-www versions of your website to be accessed interchangeably . The same happens in the case of the versions with http and with https .

Pick one version and use 301 redirects for the rest . In this way you will avoid showing duplicate content and you will increase the total number of visits to each url.

Error 404

The pages with 404 errors provide a negative user experience .

If users reach a page that does not exist through a broken link or because they have not typed the url correctly , it is recommended to display useful 404 pages that redirect them to an operational page.

Check the Google Search Console Crawl Errors report and fix any issues you find.

When you detect 404 errors , use 301 redirects to display a page with the same theme .

Optimize content

Make your website interesting and useful by discovering what your users want and providing it to them, with easy-to-read texts , clearly organized topics and new and unique content.

A common technique is to find out the keywords used by the users that interest you the most to find websites like yours and offer the most relevant content that answers those queries.

You can find keyword ideas with the Google Adwords Keyword Planner and check your search volume.

In the Search Analytics report in Google Search Console , you will find the top search queries where your website is displayed and which of them have attracted the most users.

Use links appropriately

When you use links , both internal and external , try to use a format that allows them to be easily detected and that their text is adequate and descriptive , providing information about the linked page.

Use internal links to display relevant and related information . This practice will avoid repeating content that already exists on your website and will enrich the user experience .

Check carefully the external pages you link to, use the “nofollow” attribute to avoid damaging your reputation and to fight spam comments .

Optimize images

Give images a short, descriptive file name and description using the “alt” attribute , which allows you to specify alternative text to display if the image fails to load for some reason.

Help search engines find your images with an image sitemap to increase the likelihood that they will show up in image search results .

Use standard file types and make sure the file name extension matches the file type. Most browsers support JPEG, GIF, PNG, BMP, and WebP image formats.

Optimize your website for mobile

Most users who search the internet use mobile devices , and Google supports several options for optimizing your website for mobile :

  1. Web design adaptable
  2. Dynamic publication
  3. Independent URLs

Use the Google Mobile Optimization Test to see if your website pages meet the requirements to be considered mobile-friendly in Google Search results .

You can also check the Search Console Mobile Usability report to correct usability issues that affect your website.

If your website has a lot of static content (such as blog posts or product landing pages) on multiple pages, you may want to implement it using AMP (Accelerated Mobile Pages).

Loading speed optimization or WPO (Web Performance Optimization) is one of the keys to SEO .

With the progressive growth of use of mobile devices , many of the users do not have a connection that allows the slower websites to load in a reasonable time.

This situation translates into an increase in the bounce rate because many users will leave your website before it has finished loading.

Promote your website

If you don’t have a blog , start now! It will allow you to communicate to your users the new services you offer and add new content in a simple and regular way.

You can also periodically send your users email newsletters to inform them of new content you publish.

Of course, a common practice is to write the URL of your website in the signature of your emails and do not forget about offline promotion , including your website on business cards , stationery, etc.

If you have a local business, you should add their information to Google My Business to more easily reach customers using Google Maps and web search .

Social networks

Create an ecosystem of accounts on social networks and be active in them by participating frequently.

Each interaction you make is an opportunity to promote your brand , with impacts of your name and image associated with them.

Do not forget to share the contents of your website on social networks !

After the search engines they can be your main source of visits .

Analyze search performance and user behavior

Using Google Search Console you will be able to analyze search performance and user behavior before they reach your website , and with Google Analytics you will have all the information about what they do there .

To follow a web Ranking strategy it is advisable to do an SEO report paying attention to the evolution of the following metrics :

  • Organic traffic
  • Sessions and time spent (average) by type of user (new and returning)
  • Sessions by traffic channels and length of stay
  • Percentage of conversions by traffic channels
  • Most visited pages and time spent (average)
  • Organic sessions by keywords
  • Conversions by organic and paid traffic (adwords)
  • Pages with the highest number of conversions

Analysis is the most important part of an SEO job!

By now you will agree that this SEO thing is quite complicated. Do you still think it’s free?

Free google Ranking

To say that the Ranking in Google is free is equivalent to saying that the maintenance of your car is free: it has a trick.

In both cases it is free if you dedicate your time (which costs money), and it also seems in the sense that, if you do not have the appropriate knowledge, in the end it will be more expensive to do it yourself than to hire a professional SEO from the beginning.

Commissioning the SEO to someone without training and / or experience , such as an intern or administrative staff of the company is a very common mistake .

Without the right knowledge it is easy to incur bad practices that harm your Ranking instead of improving it, or receive a penalty that totally removes you from the search results !

If you are still determined to optimize your website on your own, you are interested in learning about some of the main free tools used by SEO professionals .

Free SEO tools

The set of techniques for conducting a keyword study is called Keyword research , and it is one of the most important steps in developing an SEO plan .

To position your website in google for free you will need data , and to get it you can use some of the following free tools :

  • Google Search Console will allow you to discover the indexing status of your website and with what queries users find you.
  • Google Analytics will help you understand what users do on your website : how and where they come from, what they like and what they don’t like, how they behave and above all, how to convert them into customers!
  • Google Keyword Planner will show you the keywords that users are looking for , indicating which ones have more search volume and less competition
  • With Google Trends you can discover trends , know the interest over time and related searches
  • Ubersuggest , among other functionalities, will provide you with keyword ideas related to those you contribute
  • Woorank will allow you to obtain abasic SEO analysis that includes keywords, tags, links, mobile usability, etc.
  • With Serprobot you can monitor in real time the keywords that interest you the most, eliminating user biases
  • Se Ranking is a practical “all in one” that allows you toeasily monitor keywords and backlinks

If you want information about free Google courses , they are all in Academy for Ads , Google’s training and certification center .

Ok, even if you do it yourself, SEO is not free!

And now that?

Thanks for getting here! Do you remember the first question in this article? It was: How to get clients on the internet?

The question was not resolved then, and in the meantime we have seen that your customers are on the internet and what visits to your website turn into sales .

We’ve also reviewed how Google sorts search results and 5 basic Google visibility checks to get an idea of ​​where we started.

Finally, we discover what SEO is , what it is for and what its keys are , including tips on link building to get links and a summary guide to search engine optimization for beginners .

Making a simile with a physical store on the street, SEO will help you get customers to see your storefront , being the difference between being on a main street with a lot of traffic or on a side street where no one passes .

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