SEO: What is it and how does it work?

Increasing the visibility and rankings of a website with SEO , content marketing and link building is a very profitable practice for any brand.

In this content I will talk about everything related to SEO and what you need to be successful in your SEO campaigns.

Let’s get down to business.

What is SEO?

With information from wikipedia, SEO for its acronym in English Search engine optimization, is the practice to obtain traffic directed to a website (web pages, blogs and / or online stores) from the rankings organic from a search engine.

Common tasks associated with SEO include creating high-quality content, optimizing content around specific keywords, and creating backlinks. 

In other words:  SEO is about improving the ranking of a site in the organic section (not through the use of Google Ads) of the search results.

The main objective in this type of campaign is to achieve that through the content of the page and the user’s search, each web page is placed in the first positions of the organic results.

By 2020, conducting an SEO campaign will be the best digital marketing strategy to reach potential buyers …

The reason is simple but powerful.

We buyers want answers to all our questions and to obtain them we carry out a search, so if your site does not show the answer you are losing potential customers.

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Let’s see the importance a little with the following questions to determine the importance of SEO in your marketing strategy.

What is the first thing you do when you need new marketing ideas? What happens when you decide it’s time to change the way you manage your tasks? Or even when you decide to plan your weekend?

The safest thing is that you go to Google.

But did you know that 89% of B2B buyers and 81% of online buyers do the same? When faced with a problem, challenge, or even a choice, most of us search Google.

When faced with a problem, challenge, or even a choice, most of us search Google. When faced with a problem, challenge, or even a choice, most of us search Google.

That simple

And so it is a cold and hard truth that without at least some presence on Google, your business is unlikely to survive for long.

In this guide, you will discover a strategy to make use of the technique of: SEO  (search engine optimization).

You will learn what SEO is, how it works and what you must do to position your site in the most relevant results of search engines.

But before we start, I want to mention something to you:

So many resources make SEO complex; managing to scare readers with technical language, as well as focusing on advanced elements and rarely explaining anything beyond simple theory.

I promise you, this SEO guide is not like that.

In the following pages, I am going to break down what SEO is into its most basic parts and show you how to use all of its elements to build a successful SEO strategy.

Read on to understand what SEO is, or jump to the section that interests you the most.

There are several objectives around SEO, but let’s see: ranking and relevance.

Rankings (classification).

It is a process that search engines use to determine where to place a particular web page in the SERPs. 


This term describes how prominent a particular domain is in search engine results.

With high visibility, your domain will appear more times in the SERPs.

The lowest visibility in searches occurs when a domain is not visible to many relevant search queries.

They are both responsible for delivering the main goals when it comes to SEO: traffic and conversions.

Although you do not only receive traffic and conversions since there is one more reason why you should use SEO :

SEO helps you position your brand during almost the entire purchase process.

In turn, it can ensure that your marketing strategies match the new buying behavior.

Because, as Google admitted: ” customer behavior has changed forever.”

Today, more people use search engines to find products or services than any other marketing channel, making SEO much more profitable.

18% more shoppers choose Google over Amazon.

Over 136% prefer the search engine to other retail websites, and B2B buyers conduct up to 12 searches on average, before committing to a brand.

Also, they prefer to go through most of the buying process on their own.

For example, in the most recent HubSpot Research survey, it was found that 77% of people research a brand before committing to it.

The 77% is sufficient reason to bet on  SEO  but it’s enough here ‘s another thing.

Forrester revealed that 60% of customers do not want any interaction with sellers.

Furthermore, 68% prefer to investigate on their own . And 62% have developed their own criteria to select the right provider.

Source: Forrester Research

Finally, the 2017 DemandGen B2B buyer survey found that 61% of B2B buyers started the purchase process with a web search.

Compared to 56% going directly to a provider’s website.

But surely the question you must be asking yourself is:

How do you use search engines during your process?

Early in the process, they use Google to find information about your problem.

Some often ask about possible solutions.

They then evaluate the available alternatives based on social media reviews or reactions before consulting with a company, but this happens after all sources of information have been exhausted.

And so the only chance for your customers to notice and consider you is by appearing in search results.

That’s right, your brand must be at the moment that your customers seek to solve a problem that your company solves.

Now it is not about being there to sell you, it is about being there to provide you with all the necessary information on how to solve the problem and specifically because your company is the option they should choose.

That brings us to the next question.

How does Google know how to rank a page?

Search engines have only one goal: to provide users with the most relevant answers or information.

Every time you use them, their algorithms choose the pages that are most relevant to your query. A compelling reason to audit your site’s SEO.

And then it ranks them, showing the most popular first.

To deliver the correct information to users, search engines look at two factors:

Relevance between the search query and the content of a page :

Search engines evaluate it on various factors such as topic or keywords .

Authority : measured by the popularity of a website on the internet.

Google assumes that the more popular a page or resource is, the more valuable its content is to readers.

And to analyze all this information they use complex equations called search algorithms .

Search engines keep their algorithms secret, but over time SEOs have identified some of the factors they consider when ranking a page.

We refer to them as ranking factors, and they are the focus of an SEO strategy.

As we’ll see next, adding more content, optimizing image file names, or improving internal links can boost your search ranking and visibility, and that’s because each of those actions improves a ranking factor.

Three core components of a strong SEO strategy.

To optimize a site, you must improve the ranking factors in three areas:

  1. Technical website configuration
  2. Content.
  3. Links.

Therefore, we will detail each one.

1. Technical configuration.

For your website to rank, three things must happen:

First, a search engine needs to find your pages on the web.

Then you need to scan them to understand your topics and identify your keywords .

And lastly, you need to add them to your index, a database of all the content you have found on the web.

In this way, their algorithm can consider showing your website for relevant queries.

Sounds simple, doesn’t it?

True, there is nothing to worry about.

After all, if you can visit your site without any problem, Google should, right?

Unfortunately, there is a catch.

A web page looks different to you and to the search engine.

You see it as a collection of graphics, colors, formatted text, and links; but for a search engine, it is nothing more than simple text.

As a result, any element that you cannot render in this way remains invisible to the search engine.

And so even though your website looks good to you, Google might find your content inaccessible.

It’s this one, by the way, if you want to compare it to the original.

Note a few things about it:

The page is just text, although it was carefully designed, the only elements a search engine sees are the text and links.

The result, you cannot see an image on the page (see the item marked with an arrow).

It only recognizes the name. If that image contained an important keyword to rank the page, it would be invisible to the search engine.

That’s where the technical setup comes in, also called SEO OnPage.

Make sure your website and pages allow Google to scan and index them without any problem.

The most important factors that could affect include:

Website navigation and links

Search engines crawl sites like you would.

The links follow.

Search engine crawlers land on a page and use links to find other content to analyze.

But as you have seen above, they cannot see images.

So, set the navigation and links to text only.

Simple URL structure

Search engines don’t like to read long strings of words with a complex structure.

So if possible, keep your URLs short.

Set them to include as little beyond the main keyword for which you want to optimize the page as possible.

Page speed

Search engines use load time (the time it takes for a user to read the page) as a quality indicator.

Many elements of the website can affect it, the size of the image, for example.

Use Google’s Page Speed ​​Insights tool to get suggestions on how to improve your pages.

Dead links or broken redirects

A dead link sends a visitor to a non-existent page.

A broken redirect points to a resource that might not be there.

Both provide a poor user experience, but they also prevent search engines from indexing your content.

Sitemap and Robots.txt files

A sitemap is a simple file that lists all the URLs for your site.

Search engines use it to identify which pages to crawl and index. On the other hand, a robots.txt file tells search engines what content not to index (for example, specific policy pages that you don’t want to appear in search).

Use both to speed up crawling and indexing of content.

Duplicate content

Pages that contain identical or fairly similar content confuse search engines.

They often find it nearly impossible to determine what content to show in search results.

For that reason, search engines consider duplicate content a negative factor.

And by finding it, you can penalize a website by not displaying any of those pages.

In the next factor we will detail all aspects of the content.

2. Quality content and fully functional

Every time you use a search engine …

You are looking for content.

For example: information about a problem.

It is true that this content can come in different formats.

It could be text, such as a blog post or a web page.

But it could also be a video, a product recommendation, and even a business listing.

Content is everything.

And for SEO, it’s what helps you get higher search visibility.

Here are two reasons why content is so important:

For one thing, content is what customers are looking for.

Regardless of what they are looking for, content is paramount.

And the more you post, the greater the chance for higher search visibility.

Be careful, it is not about publishing as much content as possible since that is not entirely effective, you must be strategic and provide value on the subject you want to address and not poor and meaningless content.

Similarly, search engines use content to determine how to rank a page .

It is the idea of ​​relevance between a page and a person’s search query that we mentioned earlier.

As they crawl a page, they determine what it is about.

Analyzing elements such as the length of the page or its structure helps them assess its quality, based on this information, search algorithms can match a person’s query with the pages they consider most relevant to them.

The content optimization process begins with keyword research.

Keyword research

SEO is not about getting site visits.

What you want is to attract the people who need what you sell and can become your potential prospects, and later, real customers.

However, that is possible only if the keywords that those people would use when searching are detected.

Otherwise, there is no chance that they will ever find you, and, that could happen even if your website appeared at the top of the search results.

That’s why SEO work starts with figuring out what phrases potential buyers type in search engines.

The process generally involves identifying terms and topics relevant to your business.

Then converting them into initial keywords.

To finally do a thorough research to discover the related terms that your audience would use.

With a list of keywords in hand, the next step is to optimize the content.

SEOs refer to this process as on-page optimization (SEO OnPage).

There is no reason to worry, we are going to break down in detail what this point is about.

Optimization on the page

On-page optimization, also called on-page SEO, ensures that search engines

  1. Understand the topic and keywords of a page, and
  2. May match relevant searches.

Note that I mean the ” page ” not the content.

This is because while most of the on-page SEO work is focused on the words you use, it extends to optimizing some elements in your code.

You may have heard of some of them: meta tags like title or description are the most popular.

But there is more.

Therefore, here is a list of the most important on-page optimization actions that you should ensure are on your website.

Note: Since blog content is the most relevant on most websites, when talking about those factors, I’ll focus on blog SEO – optimizing blog posts for relevant keywords.

However, all these points are equally valid and necessary for other types of pages.

Keyword optimization

First, make sure Google understands what keywords you want this page to rank for.

To achieve this, make sure to include at least the main keyword in the following:

Post Title – Ideally, place it as close to the beginning of the title as possible. Google is known to place more value on words at the beginning of the headline.

URL: the web address of your page must also include the keyword. Ideally, not including anything else. Also, remove any stop words.

H1 tag – In most content management systems, this tag displays the page title by default.

However, do not take it for granted and make sure that the platform you use for your blog does not use a different configuration that bypasses this.

The first 100 words (or the first paragraph) of content: Finding the keyword at the beginning of your blog post will assure Google that this is, in fact, the topic of the page.

Meta-title and meta-description tags: Search engines use these two code elements to display their lists.

They display the page title in the title area of ​​the search list.

The meta-description is sometimes used to provide context to the user by showing this value under the title, this is not always the case but it is important that each of your blog entries is unique.

The most important thing is that it is relevant and the engine does not have to use part of the content to fill this space.

But on top of that, search engines use both to better understand the topic of the page.

Image file names and ALT tags

Remember how search engines see graphics on a page?

They can only see their names from one file.

Therefore, make sure that at least one of the images contains the keyword in the file name.

The ALT tag, on the other hand, is the one that is displayed in text browsers rather than an image (it is used in browsers for visually impaired visitors).

However, since the ALT tag resides in the image code, it is also used by search engines as a relevance signal.

Also, add semantic keywords – variations or synonyms of the keyword.

Google and other search engines use them to better determine the relevance of a page.

Let me illustrate this with a quick example: let’s say your most important keyword is “Apple.”

But do you mean the fruit or the tech giant behind the iPhone?

Now imagine what happens when Google finds terms like sugar, orchard, or cider in the copy.

So this is where Google’s secret to show you only relevant results comes into play.

To give context and be relevant, use semantic keywords to ensure that your page does not show up in irrelevant searches.

Page optimization factors not related to keywords

On-page SEO isn’t just about spreading keywords across the page.

The following factors also help confirm the credibility and authority of a page:

External links: linking to other relevant pages on the topic helps Google determine the topic in greater depth.

Also, it provides a good user experience.


By positioning your content as a valuable resource.

Internal links: These links help you improve rankings in two ways.

First, they allow search engines to find and crawl other pages on your site.

And two, they show semantic relationships between multiple pages, helping to better determine their relevance to the search query.

As a general rule of thumb, you should include at least 2-4 internal links per blog post.

Content length: Long content is usually best.

This is because, if done right, a longer blog post will always contain more in-depth information on the subject.

Plus, tackling the topic in depth on a single page will prevent you from creating similar content.

This usually happens when instead of touching everything relevant and necessary about the topic on one page you use several pages with short texts addressing the same topic.


Parent topic: Landing Page

A page with the full topic:

  • Landing Page: Everything you need to know.

Multiple pages breaking down the topic:

  • What is a landing page for?
  • Basics of a landing page
  • What is a landing page?
  • 5 points to consider in a landing page

Multimedia: Although not a requirement, multimedia elements such as videos, diagrams, and audio players can indicate the quality of a page.

It keeps readers on a page longer, and in turn, indicates that they find the content valuable and worth reading.

3. Links

From what you’ve read in this guide so far, you know that no page will rank without two factors:

Relevance and authority.

In their quest to provide users with the most accurate answers, Google and other search engines prioritize the pages they consider most relevant to their queries, but also the most popular ones.

The first two areas (technical setup and content) focused on increasing relevance (although I admit that some of its elements can also help to highlight authority).

Links, however, are responsible for popularity.

But before we talk more about how they work, here’s what SEO means when it comes to links.

What is a backlink?

Links, also called backlinks, are references to your content on other websites.

Every time another website mentions and points to your content to their readers, they get a backlink to your site.

For example, this article on mentions an article from our blog that talks about social media errors.

It is also linked to it, allowing its readers to complement the article on the role of the community manager

Google uses the quantity and quality of links of this type as a sign of the authority of a website.

The logic behind this is that webmasters or SEOs refer to a popular, high-quality website more often than a low-value one.

But keep in mind that I also mentioned quality links.

That’s because not all links are the same.

Some, like low quality ones, can negatively affect your rankings.

Link quality factors

Low-quality or suspicious links – for example, those that Google would consider to be deliberately built to be considered a more authoritative site – could lower your rankings.

So when it comes to link building, SEO focuses on not manipulating them.

Your goal is to generate the highest quality referrals possible.

Naturally, as with the search algorithm, we do not know specifically what factors determine the quality of a link, however, over time, SEO specialists discovered the following factors:

1. The popularity of the domain that provides the link

Any link from a domain that search engines consider authoritative will naturally be of high quality.

In other words, links from websites that have good quality links pointing to them perform better.

2. Relevance of the topic

Links from domains on a topic similar to yours will have more authority than links from random websites.

3. Trust in a domain

As with popularity, search engines also evaluate the trustworthiness of a website.

Links from more trusted sites will always impact rankings better and help your SEO campaign perform better.

Before jumping to the point of Link building, we are going to see 3 aspects that you must consider to make your content accessible to your potential customers regardless of the channel in which they interact.

Mobile search

We all know that the use of the web has moved from the desktop to mobile devices.

At last count, 60% of internet use was on mobile.

It is a figure that, in some way surprises in the world of navigation and obviously, leads experts like Benedict Evans to say:

We must stop talking about the internet separately, that is, the ‘mobile’ and ‘desktop’ internet is like talking about color television versus black and white television. 

”  Mobile devices  are the internet,” he declares.

According to Forrester, it turns out that 85% of the time we spend on phones is spent on apps. 

So, Internet activity is growing on mobile phones, and mobile activity is predominantly in the use of applications. 

This does not mean that the use of the desktop browser is decreasing, but it has stagnated; and the consumption of content within applications and devices has opened a new way.

Unfortunately, in-app content is not easily found by traditional search engines.

App Stores, both by Google and Apple, continue to be the main mechanism for searching for new applications and content, which means that the search for apps is improving and the best is yet to come.

Spotlight search on the iPhone is taking search very seriously.

Often viewed as a quick search tool for your iPhone content, Spotlight can actually search within apps and even include Google to bring you some web results.

Spotlight doesn’t have the same rules as Google, Bing, or DuckDuckGo. It has its own search mechanism and as such it will have its own optimization rules. 

Social Search

Something is happening on our favorite social networks. Over the past year, Twitter, Facebook, and Instagram have released new features that have been quite noticed.

Did you know that Facebook can now search for content as easy as people?

Turns out, it handles more than 1.5 billion searches a day, and so Google earns $ 3.5 billion.

More and more of these content searches aren’t just targeting people.

This is interesting for several reasons, the most important one could be, how the search for connections and Influencers plays an important role.

After all, this is a social network and as such optimization for Facebook and other  social networks  is completely different from optimizing for Google. 

The second change related to the search on social networks has to do with how these networks are beginning to treat content.

We call them “social networks” because these sites have been a pass to companies and publications to promote content and get the audience to return to their websites.

However, in the last year, Facebook, Twitter and Instagram have come up with strategies to keep viewers on their sites and in their apps.

Facebook features instant articles, showing only part of the content and the full article is within the Facebook application.

Sources say that Twitter has its system known as “moments”, is studying a project to enable large content on the network.

Social media has long been considered a powerful channel through which visitors can find your website content.

These changes point to a future that looks very different.

SEO and voice search with personal assistants

In recent years, Siri, Google, Cortana, and Alexa, personal voice assistants created by Apple, Google, Microsoft, and Amazon have been introduced.

Personal voice assistants have helped the speed and development of all devices, both mobile and desktop.

Everything from clocks, horns and lights that are now connected to the internet.

As our access to the web has diversified, so has our search behavior.

How is that?

Let’s take a look.

Natural Language: every morning I wake up, turn on the coffee maker and say the phrase: “Alexa, what’s new?” Amazon’s speaker-based Alexa system responds, “Here’s the information from Meghan’s.” Then she plays the news, gives the weather and time pertinent to me and my location.  

Alexa is smart enough to associate natural language with a request.
Extended search windows: because of connected devices we are no longer searching only when we are at our desks or in a comfortable place.

The search can occur anywhere and at any time 
Context and background:

Unlike search engines that are still heavily dependent on keywords, personal assistants will search for everything you need, if I ever order dog food, for example:

Alexa pulls out the exact brand of past orders and asks if I’d like to reorder.

If I leave the office at 6pm, Google will tell me exactly how long it will take me to get home.

These searches take one or more steps out of the research and help me get everything done faster. 

When the internet is all around you, it becomes more and more common to ditch the keyboard and ask your voice assistants directly what you want.

This changes the structure of these queries.

What you want can be less specific and better structured than traditional search queries.

Imagine search optimization with personal assistants with whom you could ask the following:

“What should I do tonight?” So your personal assistant will do a structured search and respond:

“This is the best restaurant area in your city.”

Link Building

In SEO , we refer to the process of acquiring new backlinks as link building.

This activity requires a lot of work although for the results you get it is worth it. Link building, if you want to get it right, requires creativity, strategic thinking, and patience.

To generate quality links, you must create a link building strategy. And that’s not a piece of cake.

Remember: your links must pass several quality criteria.

Also, it can’t be obvious to search engines that you deliberately created them. Here are some strategies to do it:

Editorial, organic links. These backlinks come from websites that reference your content on their own.

This is crucial, as Google’s algorithm detects when you simply bought links.

In the example that I mentioned, the article that links us is related since it covers other aspects that are related to the Community Manager’s task.

Promote your content. In this strategy, you contact other websites to generate links.

This can happen in many ways; you could create an amazing piece of content and email them to let them know about it.

In turn, if they find it valuable, they will reference it. You can also suggest where they could link to themselves.

Guest posting (Blog Guest). Guest posts are blog articles that you post on third-party websites.

In turn, these companies often allow one or two links to your site to be included in the content and author bio.

Profile of links. Finally, many websites offer the opportunity to create a link.

Online profiles are a good example. Often when setting up such a profile, it can also include your website.

Not all of these links have strong authority, but some may. And given the ease of creating them, they are worth following.

Take the time to complete each of the profiles you create 100% so Google will see that it is something natural.

Competitive analysis. Finally, many SEOs regularly analyze the backlinks of their competitors to identify those that they could recreate on their sites as well.

Now, if you’re still reading this, you’ve just found out who is responsible for your site’s search success. The next step, then, is to find out if your SEO efforts are working.

How to monitor and track SEO results

The technical configuration, the content and the links are essential to obtain a website with a good SEO that consequently obtains good positions in the search results.

Monitoring your efforts helps improve your strategy even more.

Measuring SEO success means tracking data on traffic, engagement, and links. And, while most companies develop their own sets of SEO KPIs (key performance indicators), here are the most common ones:

  • Organic traffic growth
  • Keyword rankings (divided into brand and non-brand terms)
  • Organic traffic conversions.
  • Average time on page and bounce rate.
  • Top Landing Pages That Drive Organic Traffic
  • Number of indexed pages
  • Link growth (including new and lost links)

Local SEO

So far, we’ve focused on getting a site ranking in general search results.

However, if you run a local business, Google also allows you to locate yourself in front of potential customers specifically in the area where they are located.

But for that, you will have to use local SEO . And it is worth it.

The 97% of customers use search engines to find local information . They look for supplier suggestions and even specific business addresses.

In fact, 12% of customers search for local business information every day. In addition, they act on this information: 75% of users visit local stores or company facilities within 24 hours of searching .

Wait, not to scramble, I’ll answer the next question.

Is local SEO different from what we’ve been talking about all along?

Yes and no.

Search engines follow similar principles for local and global rankings.

But since they rank a site for specific results based on location, they need to look at other ranking factors as well.

Local search results also look different:

  • They appear only for searches with a local intent ( for example, “restaurant near me” or when a person clearly defines the location ).
  • They contain specific results for a relevant location.
  • They focus on delivering specific information to users who don’t need to go anywhere else to find it.
  • They target smartphone users primarily because local searches are performed more frequently on mobile devices.

The most important element of local results, it includes almost all the information that a person would need to choose a business.

For example, here are local results that Google shows for the phrase ” best restaurant in KSA”.

Please note that these results do not contain links to any content.

Instead, they include a list of restaurants in the area, a map to show their locations, and additional information about each:

  • Business Name
  • Description
  • Image
  • Opening hours
  • Star reviews
  • Direction

Here is an article about Google My Business so that you can take action and your company is in the local results.

Often times, they also include a company’s phone number or website address.

All of this information combined helps customers choose which business to choose. But it also allows Google to determine how to rank it.

Local search Ranking factors

When analyzing local websites, Google looks at the proximity to a search engine’s location.

With the rise of local searches that contain the phrase ” near me, ” it makes sense for Google to try to present the closest businesses first.

Keywords are essential for local SEO as well.

However, an additional element of on-page optimization is the presence of a business name, address, and phone number on a page.

In local SEO, we refer to it as the NAP (Name, Address and Phone).

Again, it makes sense, as the search engine needs a way to assess the location of the business.

Google evaluates authority in local search, not just by links.

Reviews and citations (references from a business address or an online phone number) also highlight your authority.

Finally, the information that a business includes in Google My Business , the search engine platform for managing local business listings, plays a huge role in its ranking.

While this is key, there are many other factors.

But those are the ones you need to do first if you want your business to rank well in local search.

What is Black Hat SEO?

The final aspect of SEO that I want to highlight is something that I also hope you never have the audacity to use.

This is not a joke, it is a serious matter.

Because while it might have its appeal, using Black Hat SEO generally ends in a search listing penalty.

Black Hat SEO practices aim at trying to manipulate search engine algorithms using strategies against search engine guidelines.

Mention trying because the algorithm actually realizes sooner rather than later.

The most common black hat techniques include keyword stuffing, cloaking (hiding keywords in code so users don’t see them, but search engines do), and link buying.

So why would anyone use Black Hat SEO? On the one hand, because, often, ranking a site according to Google guidelines takes time.

A long time, in fact, without considering a lot of work and effort.

Black Hat strategies allow you to reduce the complexity of link building.

Keyword stuffing allows you to rank a page for many keywords, without having to create more content assets.

But as I mentioned, getting caught often results in a site being completely removed from search lists.

And the reason I’m mentioning it here is that I want you to realize that there are no shortcuts in SEO, and keep in mind that anyone can suggest strategies that may seem too good to be true and won’t work.

So you better take the safe and proven path and not the shortcut that can lead to a lot of problems and headaches.

SEO Resources

This guide is just a starting point for discovering SEO.

But there is much more to learn.

Here are the online training resources to try below:

  • The HubSpot Academy SEO Lessons
  • Google Academy Course

Among many other resources that can help you.

You can also choose from the knowledge of industry SEO experts and their blogs.

Here are a few that are worth reading:

  • HubSpot
  • Ahrefs
  • SEMrush
  • MOZ
  • BrightLocal
  • Search Engine Land
  • Bruce Clay Inc.

Without actively ranking your content in search results, no business can survive for long.

If you want to talk about how we can support you at Media Source, do not hesitate to contact us, it will be a pleasure to learn more about your company and tell you how to grow better.

By increasing your search visibility, you can attract more visitors and, as a result, more conversions and sales.

And that is precisely why it is worth the time dedicated to the implementation of an SEO strategy in your company.

SEO tools you can use

To achieve better results and scale your SEO campaigns, sometimes you will require SEO tools. There is an advantage and a disadvantage when it comes to tools.

Let’s look at one of the main advantages: they show you data that helps you shorten the path and not be blindsided.

They help you monitor the progress of your SEO campaigns.

Now, the disadvantage is that from my experience there is no tool that is the best in everything, in the whole guide I mentioned many actions that are necessary and the tools some are better in SEO OnPage and others in SEO OffPage.

The main problem is the cost of each tool, if you decide to do it on your own, you would have an approximate expense of 300USD. Now, for starters, the free versions may be enough …

Paid tools for SEO

We are going to detail the paid ones and then I will mention the SEO tools that have free features.


The best link analysis tool on the market … by a lot.

Ahrefs has a huge index (over a trillion links) that is updated at least once a day. Which makes it ideal for backlink analysis. And compared to most other link building tools I’ve tried, Ahrefs is super easy to use. Due to its excellent user interface and index, Ahrefs is one of the few SEO tools that I use most frequently.

SEO Monitor

SEO Monitor takes the data from Google Analytic, combines it with your rankings, and helps solve the “(not provided)” problem. This is SUPER useful for discovering keywords that convert well for you. That way, you can put more SEO force behind those keywords.


If you do local SEO for clients, you need to have Whitespark in your arsenal. You can easily find hundreds of NAP citations in just a few clicks … and reverse engineer your competitors’ citations with ease.


SECockpit is probably the most advanced keyword research tool on the market. Yes, you enter a seed keyword and you get suggestions like any other tool. But SECockpit can do much more than just list a list of related keywords.

AMZ Tracker

If you sell products on Amazon, AMZ Tracker is a must-have tool. Track your rankings on and other international Amazon websites (like

Authority Labs

An SEO tool for tracking your ranking, it is reliable and easy to use. The cheapest plan tracks 250 keywords, which is more than enough for most businesses.


WebCEO is a world-class SEO platform that gives you access to multiple quality tools to boost your SEO, from keyword research to technical SEO to tracking your rankings, even for mobile optimization.


Upcity is an SEO tool on the one hand and an online marketing course on the other.

This means that instead of getting a list of fancy graphics and error messages, the tool tells you how to get on the right track. This is perfect if you are a small business looking to do SEO.


PitchBox is an ideal SEO tool for prospecting and outreach actions for links all in one.

Unlike many clunky and confusing outreach platforms, PitchBox is very easy to use. You just enter a few keywords and the tool scans the web for people to promote (and automatically takes their contact information). Then reach out to them and track your results.

Free tools you can use in SEO

  • Answer The Public
  • Woorank’s SEO & Website Analysis Tool
  • Animalz Revive
  • CanIRank
  • Google’s Mobile-Friendly Test
  • Seed Keywords
  • Exploding Topics
  • Seobility
  • Ubersuggest
  • Google Search Console
  • SERPerator
  • Screaming frog
  • Google analytics
  • Keys4Up
  • Yoast WordPress Plugin
  • Panguin Tool
  • Wordtracker Scout
  • Lipperhey

Now is your turn

Without a doubt, integrating SEO into your marketing strategy will be a great investment for your company, remember that you must be very patient.

If you already use SEO in your strategy I would love to hear from you in the comments.

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