What is SEO ? How does web positioning work?

What is SEO? MeaningThe acronym SEO refers to Search Engine Optimization , which in Spanish translates as search engine optimization .

Also known as search engine optimization, SEO consists of creating content and improving your website to make it as attractive as possible for both Google and your potential clients.

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

SEO is the best marketing tool to attract visits to your website.What is the difference between SEM and SEO?SEM is Search Engine Marketing (in Spanish: search engine marketing).

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

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

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

Table of contents 

  • 1 What is SEO?
  • 2 How does SEO work?
  • 3 What is SEO in marketing?
  • 4 How to do SEO? Beginner’s Guide to Google Positioning
  • 5 What is SEO for?
  • 6 Why do you need SEO positioning in your company? Appear first in Google and its importance
  • 7 How can I optimize a page, website or blog? SEO campaign in 3 steps
  • 8 What main tools can I use to do SEO?
  • 9 How much money can you earn by appearing first on Google? SEO ROI
  • 10 How to explain to an SEO client the reason for your fees?
  • 11 SEO Agency: What is it?

What is SEO?

SEO, as we explained in the introduction to this article, is about making changes to your website and producing relevant texts in order to appear first on Google when people search for something related to your industry.

For example :

If you sell shirts, you will want your website to come out in first place every time someone consults something that has to do with that garment.

How does SEO work?

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

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

What is SEO in marketing?

Let’s start by reviewing a phrase from Cyrus Shepard, an ultra-recognized consultant in the field:

“Contrary to traditional marketing, where you push / interrupt the user with a message , SEO allows you to deliver exactly the content that the user is looking for, exactly at the same time they are looking for it.”

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

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

This process works as follows:

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

“Cheap gifts for Christmas.”

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

That solution may be that they buy in your store or, simply, that you give them great advice on how to make a homemade detail that will make them look good with their relatives.

Even if you can’t get a new customer the first time, you will begin to forge a relationship that may translate, over time, into dozens and dozens of sales.

One of the advantages of attracting visits to your page is, precisely, that you can begin to accumulate emails that will nourish your database.

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

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


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

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

Instead, you will only talk about your company or your industry when people ask.

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

With SEO you ask for permission, instead of interrupting or annoying people with ads that nobody wants to see .

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

Because it is important?

Because it will help you with one of two things:

-Solve a problem.
-Answer a question.

You don’t want to sell, you want to help them out with any inconvenience they may have.

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

How to do SEO? Beginner’s Guide to Google Positioning

Google is a platform that answers questions and solves problems .

People go in there for that.

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

In short, the whole SEO game is about serving the needs of your audience better than your competition.

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

What is SEO On-page or On-site? Internal factors

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

What are these optimizations about?

The quality of the information :

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

The factors that determine this quality are: 

a) User satisfaction. 

b) Originality. 

c) Organization and readability. 

d) Depth of the texts. 

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

Titles and descriptions used to get readers’ attention :

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

More on the topic: How to write attractive SEO titles and descriptions? [13 tactics]

User experience :

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

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

Your website must be: 

a) Intuitive.

b) Quick to load. 

c) Adaptable to any device. 

d) Aesthetic. 

More on the topic: User experience in SEO: 4 tips that will increase your traffic

Technical aspects :

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

If Google is having trouble interpreting your page, you may be wasting a significant source of traffic.

Remember to put your keyword in: 

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

And keep in mind that Google still does not read well what is inside an image or a video, so most of your content should be written. 

What is SEO Off-page or Off-site? External factors

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

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

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

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

What is SEO for?

You will generate more visits

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

More on the topic: How to attract web traffic? SEO vs. Social media

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

You will get more prospects

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

More on the topic: How to sell on Google with Inbound, Content Marketing and SEO?

You will become a leader

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

More on the topic: How to do SEO? Organic positioning strategy

You will close more sales

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

More on the topic: SEO vs. PPC: Where and how to invest in Google?

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

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

This is a great advantage since most of the buying processes today involve this search engine .

Why is this happening?

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

The problem is that being on Google is not enough .

According to a study by Slingshot SEO (2011):

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

The second place receives 10.1%.

The third 7.2%.

The fourth 4.8%.

And so on.

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

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

That key has a name: trust .

Why is this happening?

Because people believe in Google: 

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

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

To optimize a website you must perform the following steps:

SEO analysis

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

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

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

1.- Website tracking : determine how much information about your company is on the Internet.

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

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

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

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

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

7.- Competitor analysis : what terms does Google associate with your rival? What is the domain authority of that company? How is the traffic coming to that website distributed?

More on the topic: SEO analysis: Deep audit in 7 steps (+ tools and examples)

SEO On Page

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

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

Basically, there are 7 steps:

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

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

3.- Improve the loading speed.

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

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

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

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

More on the topic: What is SEO On Page? 7 steps [tools and success story]

Content marketing (article production)

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

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

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

1.- Prices and costs.

2.-  Main problems of your products or services.

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

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

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

More on the topic: How to do SEO? Organic positioning strategy (+ Templates)

What main tools can I use to do SEO?

Google Search Console

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

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

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

Google analytics

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


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

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

More on the topic: SEO Metrics: What statistics to measure? (+ tools)

Applications to perform an SEO Analysis

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

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

How does Google work? Search types

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

The main ones are:

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

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

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

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

For example:

If someone searches the Internet for “Definition of Democracy,” it is likely that the person behind it is a student who wants to complete an assignment.

Your goal is Know .

So if you want to solve that problem for him, if you want to produce an article that appears high up in Google for that type of query, you will have to explain that concept in the most structured way possible and, in addition, you will have to add the perspective of several renowned scholars and Recommend some relevant books on the subject.

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

What do we mean by this?

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

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

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

A boat soon, without additional information, it is impossible to make an exact calculation. 

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

More on the topic: How to calculate the return on investment (ROI) of SEO positioning?

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

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

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

SEO Agency: What is it?

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

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

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


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