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Master SEO: how does it work?

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"I want to gain more visibility.

and what are you doing to achieve this?

"I have a website.

This is like saying I'm rich because I carry money in my wallet. The result is the same. You can have a great website, with awesome quality and super cool appeal, but if it's not designed for SEO, forget about being found or getting many conversions.

Call it search engine optimisation or search engine optimisation. The goal is still to improve the visibility of a website and reach the top positions in Google and other search engines. SEO (Search Engine Optimisation) implies something more than just a presence on the internet, perhaps a set of actions and techniques to improve visibility in search engines, but... What are these techniques?

what are these techniques? How do I implement them? Where do I start working on the SEO of my website? What factors are involved? How do I analyse positioning?


We have come to ease your way through a complete guide to search engine optimisation, just what you are looking for if you are taking your first steps in your company's digital strategy or want to learn some key concepts about SEO.

get comfortable and open your mind!

Key piece: keyword research

First things first, now that you know that SEO is the process of improving a website's visibility in organic search engine results, it's time to start building your strategy from the ground up.

  • what is keyword research?

It is a study or research of the keywords that are relevant to our business or clients and that are going to help us position our website in a totally organic way, that is to say, in a natural way and without resorting to paid techniques. These terms are used to improve the visibility of our website in search engines.seo_landing

A basic requirement to get a good positioning for your page is to use the keywords selected in the keyword research in the texts. And although they can often come almost naturally, it does not hurt to spend a little time researching which keywords are relevant to your content.

For example: on a website dedicated to selling running shoes, we could deduce terms such as 'running shoes', 'women's running shoes' or 'brands of running shoes', but if we do an exhaustive study using keyword analysis tools, we will know with certainty which terms are better positioned, with less difficulty and higher search volume.

Doing SEO without keywords is like playing football without a ball - you can't do it!

  • where can I start working on my keyword research?

There are an infinite number of platforms and tools available to start working on your keyword research. Here are 11 examples:

  1. Google Trends is an ideal platform for those who want to know the internet trends and the most relevant topics for the potential audience.
  2. Soovle: You will find long tail keywords in different search engines and in real time. It is very useful to know trends and create positive or negative filters (associate results or eliminate the ones you are interested in).
  3. SEMrush: This tool facilitates the analysis of the keywords for which your competitors' websites are positioned, both in organic (SEO) and paid (SEM) results.
  4. Mangools is a software focused on SEO that allows you to research keywords through the KWFinder, analyse the SERP in SERPChecker and track keyword rankings in SERPWatcher, among other functions.
  5. Keyword Tool is a very basic and useful tool to search for new long tail keyword ideas. It allows you to navigate between different search engines, such as Google, YouTube and App Store, among others. Keyword Tool is a vital tool for any SEO specialist.
  6. Ubersuggest uses the Google Suggest function and displays the information vertically, allowing you to select the most interesting.
  7. Google Keyword Planner Tool: This keyword planner is widely used because of the insight it offers and because it presents a much more intelligent view.
  8. Ninja Search Combination Tool- you only need to add 2 related keywords to get interesting combinations.
  9. Keyword Shitter- if you're looking for a well-differentiated potential audience, this tool makes it easy, and it's a great opportunity to broaden your content horizons.
  10. AnswerThePublic is a very visual platform that allows you to obtain graphs by questions, comparisons and lists, among other things.
  11. Google Ads. It allows us to discover our keywords and consult the volume of searches. With them, the ad will be shown to the clients you are interested in.

did you know any of them?

  • how do I know which keywords are relevant to my website?

When you come up with a new website, you want to use the best keywords for your SEO strategy. While you are creating your list of terms, your competitors are doing exactly the same. What's more, some of them will already have achieved the top positions in the search engines.

it is possible to beat your competition, and to do so you need to target keywords with a lower level of competition.

are you one of those who think that the difficulty of a keyword only depends on the search volume?

For example, if a keyword like 'sport shoes' has a monthly search volume of 26,000, we automatically think that it is a term with a very high difficulty. Correct! But it will not always be the volume that establishes the difficulty, other aspects such as the average number of backlinks (inbound links) of the URLs that use that keyword, the seasonality, indirect competitors, pageRank, etc. influence it.

Depending on the tool you use, different filters or indicators about the keywords will appear. We show you the most relevant ones to determine their relevance:

  • Competition: This column gives you an idea of how many advertisers are bidding on this particular keyword. How competitive is this term?
  • Monthly local searches- the average monthly number of user queries for a particular keyword in the country or language you have selected.
  • Global monthly searches- the average monthly number of user queries for the keyword in Google search.
  • Difficulty- the level of effort required to rank a website organically for a target keyword.
  • Approximate CPC- The cost per click is the value you pay each time a user clicks on one of your Google Adwords ads. If a term has a high CPC, it means that advertisers are paying top dollar for it.

"SEO work today is more than keywords and high quality backlinks. It is more than metadata optimisation. It is more, even, than content. It is the guarantee of a frictionless user experience while delivering the right information at the right time and in a timely manner " - Dainius Runkevicius.

  • Types of keywords

Every business that offers products and services through a web channel and dreams of increasing its visibility needs to do some research beforehand to understand its current situation and opportunities for improvement. Are you one of them?

If your answer is yes, then it is essential to know the types of keywords that exist and that could be part of your content strategy. How to classify them?

According to the intention:

  1. Commercial research: They are carried out before making a purchase with the intention of knowing the commercial offer of the market, e.g. women's shirts.
  2. Navigational: They are directly related to the names of the products or services and the brand names, e.g. shoes.
  3. Informational: Users use them to find general information about a specific topic. If they have a specific question, they will do this type of search. Although they are not directly profitable, they are used to improve the branding of the company, e.g. what is a canvas jumper.
  4. Transactional: These keywords show an action or conversion with the intention of making a transaction (a download or a sale), e.g. buy women's trousers at the best price.

According to length:

  1. Long tail: Consists of more than 3 or 4 words in length and shows a clear behaviour in the intention to buy. They tend to have a lower competition and are widely used for the creation of blog posts, e.g. suit trousers and white shirt for weddings.
  2. Middle tail: These are used by users with a more specific behaviour, so they are used in product or service categories. They have between 3 and 5 words, e.g. black canvas trainers.
  3. Head or shor tail: these are terms for which Google shows a greater number of results and are very generic, e.g. dress.

Depending on the type of business:

  1. Vital: These are the terms that will generate traffic for sure, so you should take them into account in your strategy, e.g . jumper shop.
  2. Relevant: Your business should take these terms into account, as they provide differentiating qualities to the product or service, e.g. soft jumpers.
  3. Irrelevant: You will come across an endless number of seemingly unimportant words that do not define the products or services well, e.g. shirt ironer.

Other keywords according to usage:

  1. Branded: As the name suggests, these are words that refer to a brand, e.g. Nike trainers.
  2. Local: Normally, they are used for geolocation, in order to obtain better results in a specific area, e.g. wedding dresses in Madrid.

  • 5 steps to do a keyword research

Now you have the basics to start your keyword research, you know the different tools to start it, the requirements to determine the relevant keywords and the most suitable terms depending on the intention, length and type of business.

It's time to start your keyword research with these steps, let's get started!

  1. KEYWORD SEARCH. Identify your short tail and long tail terms.
  2. IDEA RAIN: Think of possible keywords. In addition to all the ones you can think of and think might be relevant, you can also draw on other sources (internal brainstorming, buyer persona review or competitor analysis). You can even take advantage of the search results that are automatically populated when you type in Google, known as Google Instant. They are based on previous searches.
  3. CONNECT them with your chosen tool to generate a list of relevant words and page goals.
  4. FILTER: Keep in mind that the best keywords do not always have to be the ones with the highest search volume, because they are also usually the most competitive. At this point, it is essential to look at the number of searches for the keywords per month and the competition.
  5. ANALYSE SEARCHES AND COMPETITION. Determine which words are targeting your competitors' sites and check how often they are used to capitalise on them.

Our recommendation is to rule out keywords with less than 50 monthly searches, because they will not generate enough traffic to compensate for the effort of generating content. However, there may be some exceptions.

Competition in SEO positioning can be high (there are many businesses trying to rank for this term), medium or low. The ideal? Finding keywords that are highly relevant to us, with a high number of searches and low competition. But it is not always possible. So, if you are taking your first steps, we recommend using long tail words with low competition.


  • The 10 commandments of SEO

If you're going to work on your company's keyword research, you need to always have these tips at hand. Grab your smartphone... or your tablet... Or go get a pen and paper. Well, look, wherever you want, but take notes.

  1. You will love your blog content above all else.
  2. You will not take keywords in vain.
  3. You will sanctify your users.
  4. Honour the use of internal and external links.
  5. You will not plagiarise.
  6. Not settle for low quality organic traffic.
  7. Do not duplicate.
  8. Not neglect the responsive design of your website.
  9. Do not indulge in impure acts against Google.
  10. You will not covet the success of your competitors.


On page SEO

As the name suggests, these are those factors within a web page that Google takes into account for positioning. First of all, it is important to check that your website is indexed by Google. For example, search for and check if the number of results corresponds to the total number of internal pages of your website. However, the best option to find out for sure is to check it directly in Google Search Console by submitting the sitemap.xml.

"The goal is not to rank, it's to stand out, and if you get the highest percentage of clicks on your results for the searches you are trying to rank for, so much the better.

ready? Now, we show you a compilation of the factors within the website that Google takes into account (SEO on page):

  • Title tags and meta tags

Each of your blog posts should have a title and a description. Here are a couple of tips for each of them:

  • In the title ( meta titletag ): include the name of your business at the end or at the beginning and the main keyword. It is one of the most important parts of the SEO on page, so you must create an original title. Don't get obsessed with the position of the keyword, let it be natural, flow and make sense!
  • In the description ( meta description tag ): place different variations of the keyword and encourage people to click on it in order to convince them that your content is the results they should access to find what they are looking for.

In addition to a title, each page has a tag or text fragment that search engines display when they list the page in the SERP (Search Engine Results Page). Choose your words carefully, because title tags have a maximum of 75 characters.

Meta tags are snippets of code that can be included in the HTML of the website and are placed near the title tag code. Meta descriptions have a maximum of 150 characters and describe what the specific website is about. How to identify them? They appear below the blue link in the search results. If you don't add them, then the search engines will do it for you at random.

Also, when search engine robots start scanning web pages, they look for clues to determine what they are about. The use of keywords that are different from the rest of the page are the guidelines that show which ones are the most important. Now do you understand why it is essential to use tags in the header of your page?

  • Web semantics

Web semantics has a lot to do with the diversity of terms or keywords and refers to those that are related. For example: if we have a text that talks about Nike, it is convenient to include terms that surround its semantic circle, such as 'trainers', 'sportswear', 'sportswear brands', etc.

why use semantic words? Because you will provide greater value to the user and Google will take this into account when processing your content.

  • Content length

Google values long content, but without overusing keywords. Ideally, you should analyse a specific topic in depth. You already know that content is king, so you should also make sure it is relevant and valuable to your audience. Did you know that the way your site's pages are formatted can influence the way search engine robots digest your content?

  • Take care of the quality of your content

The best recommendation is that each page you create should have a thought-provoking (attention-grabbing) headline, include a keyword or phrase and bold type to highlight the most important terms that you are optimising for. Don't forget to check your spelling and wording.

  • Generate internal and external links (backlinks strategy)

Add internal and external links in a natural way. For example: if you are talking about a previous post on your blog, you should ideally link to it. And the same goes for mentions of other organisations, media or others.

doI really need to link to external sites? Yes, you do. As contradictory as it may seem to mention other organisations, these links help you improve your relationships, expand your information and increase your chances of being mentioned by other brands.

  • Image optimisation

Images are a fundamental element to support your content. Surely, you are using some, but Google is not able to detect them, it is important that you facilitate this task through an HTML tag to indicate what appears in the image. There are CMS that allow its insertion automatically (alt text). And do not forget to rename the images BEFORE uploading them, because it is not the same download-J1.jpg as "zapatilla-deporte-infantil.jpg", neither for us, nor for Google.

  • Headings

H1, H2, H3, H4... Do you know them? They are the subtitles that indicate to Google the parts of the content and their importance. They are indicated through simple HTML tags, so that the higher the number of tags (e.g. H5), the lower their relevance within the hierarchy. Remember that the H1 should always correspond to the title of the publication and there should only be one. And it should not be the same. Do not copy and paste the title of the page, it is a bad practice.

  • URL structure

did you know that it can have a big impact on the ability of search engines to index and understand the content of your website? That's right. That's why it's best to opt for organised structures. If your URL contains arbitrary numbers and codes, it may be optimal for the authoring software, but it serves no purpose. Ideally, edit it whenever you can to include the page title. HubSpot, for example, already automatically creates URLs based on content to eliminate this problem. Avoid using accents and whitespace.

  • Sitemap.xml.

Its main purpose is to improve the indexing of the website while providing search engines with the URLS that make up your page.

  • Robot.txt file.

are you giving it the importance it deserves? It's a file that tells Google what you do and don't want it to index.

funny thing! One of the reasons why many authority pages don't dominate the top of the organic lists is because they are very disorganised with basic on page SEO.

Off page SEO

These are techniques aimed at obtaining external links that point to our website in order to improve organic positioning in Google and other search engines. Although their objective is still the same as on page SEO - to improve positioning - they differ in the steps they follow to achieve it. Off page SEO carries out actions outside the website.

how do we improve our off-page organic positioning? By increasing our Page Rank score. And what is this? It is a factor integrated into Google's algorithm to mark the position that a website will obtain after user searches. To put it in a nutshell, off-page SEO tells Google what others think of your website.

For example, if there are many relevant links pointing to your pages, the engines will understand that you have valuable content for users. Why else would they link to it? The question is, who links to you, how do they link to you and how is your content shared?

  • who is linking to you?

You can use free tools to find out, and while 20 of your friends' websites might be a first step to getting inbound links, we assure you that getting one link from an educational website could be more valuable than the power of all the other links put together.

Here are the factors that play a role in our page ranking:

  • Number of linked domains

Undoubtedly, it is one of the most important factors. And although most people associate off page SEO with link building (defining internal pages, doing basic on page SEO and choosing thematic keywords), there is life beyond that. The link building technique consists of creating external links to a page in order to generate web authority and organic positioning.

  • Number of linked pages

There may be a high number of links on a single domain, but ideally (and what Google values most) is to have more links on different individual domains.

  • Authority of the linking domain

If you link to a page with a very low ranking but from a well-ranked domain, it will be more beneficial than the other way around. Domain authority counts for a lot! It is an indicator that measures the quality and credibility of a website's content, as well as improving search engine rankings.

  • Link relevance

It is not always the case that links from pages with related topics are more relevant to search engines. Try to identify the pages with the most relevant links, you will gain positions in search engine rankings.

  • Position of the linked page

Not all pages are equal, nor do they achieve the same results. Links from pages with higher rankings are more relevant than those with lower rankings.

  • Link anchor

Also known as anchor text and functions as a hyperlink from a piece of content to where it directs if the user clicks. However, although it has long been a ranking factor, it can sometimes be used as an indicator of web spam, which affects organic ranking.

  • Links that originate from homepages

Simply put, they are stronger than links from secondary pages.

  • Link diversity

The typology of your links is also important in building your website. In fact, if you include too many links of the same type, it could negatively impact your ranking.

  • Contextual links

Links that come from content are more valuable than links that come from other places, such as sidebars, for example.

  • Dofollow and nofollow links

according to Google, its algorithm does not take nofollow links into consideration, but dofollow links do affect ranking. dofollow links are a kind of credibility vote, so the more dofollow links your page receives, the more important it appears to search engines.

Maybe in the past, if I generated 200 links on my website and you only generated 10, Google would give me more value and authority. But things have changed. Now, quality matters much more than quantity of links, so Google is asking: Where do the links come from? How fresh are they? How natural are they? And how good are they? And how good are they? And so on.

  • How to get valuable links

We've compiled a short list of tips for building valuable links:

  • Create and distribute impactful infographics - they work and levitate your content.
  • Build and fix broken links. Whether because they are useless, do not exist or because the address is incorrect, detecting and correcting broken links (HTTP 404) is of vital importance. Otherwise, Google can penalise us in terms of SEO and reduce the number of visits to our page.

  • can I avoid being penalised by Google for unnatural links?

The answer is YES, of course you can. High quality backlinks are very important, especially when you want to maintain the position of your website, but you should be aware of Google's penalties for unnatural links.

Although there is no exact step-by-step to save yourself from being penalised, there are some good practices to stay off the radar:

  • Create valuable content and optimise it for the user.
  • Diversify anchor texts once you have analysed where the links come from.

backlinking is a fundamental part of your website's positioning!

High quality backlinks

did you know that external links are the first local positioning factor for Google's organic results and the second for Google Maps?

  • what are backlinks?

Backlinks or inbound links are a key factor in the ranking of your website. It is a link pointing to your website from a different site. The more quality backlinks you get, the better your website will rank. Why?

Because search engines rank the results according to the relevance of a web page (how well the content matches what a user is looking for) and the authority (how well the page has a good reputation on the internet).

  • how do you get more high quality backlinks to your site?

Google is more concerned than ever with user optimisation and valuable content. So the focus is no longer on whether people use a link to your page, but on the intention with which they do so. Off page SEO is made up of all the techniques aimed at obtaining these external links. Imagine the importance of generating them... Here are some tips for obtaining clean links. Or, in other words, examples of off page seo:

  1. Publish a press release with links to your page in different relevant media.
  2. Create reciprocal links - I link to you, you link to me.
  3. Citations in online press as a result of a good authority in your sector and contact with journalists.
  4. Guest posting on other relevant websites, known as guest blogging.
  5. Comments on other websites, although this tactic is no longer as relevant as it was in the past.

Natural links from relevant and authoritative websites serve as a vote of confidence that helps search engines to trust your website more. Getting other relevant websites to link to your site, having a greater presence on other websites in your sector or guest posting are some examples of off-page SEO that you should not forget.

  • The role of link building in SEO strategy

This process of link building is known as link building, which allows crawlers to find your content and your domain to acquire a higher level of visibility and authority. The time that Google spends crawling your website is known as the crawl budget, i.e. the number of requests that Googlebot makes to your page in a specific period of time.

how to develop a link building strategy to improve your search engine ranking? Your strategy will not be complete if you do not implement these tactics:

  • Do your research by fully understanding domain authority (DA) and page authority (PA).
  • Try to be in the right place, with the right content and at the right time. Sometimes, one nofollow link from the right page can generate hundreds of dofollow links.
  • Don't make mistakes that can lead to penalisation, such as mass commenting on blogs.
  • Watch out for Google alerts to recover links.
  • Combine your link building strategy with link baiting (strategies that make us more likely to be linked to without paying for those links). This way, your link profile will look much more natural.
  • Create ego-boosting bait for people who place a link and invite them to take action.
  • Most people prefer to place the link within the text, rather than in the author bio section, although a combined strategy is ideal.
  • Focus on link relevance and link quality to get more traffic, value and brand recognition.
  • Drive traffic through your links and make sure they are attractive and contain the right anchor text.
  • Track users or brands that have mentioned your name or URL.
  • Use LSI (Latent Semantic Indexing) anchor texts, i.e. look for synonyms.
  • Understand Google's quality criteria perfectly. What do you need to do to avoid being penalised? How do you maintain your position in the search results ranking?

And above all, listen to your competition. When it comes to assessing the most effective strategies for positioning, one of the most effective is to detect and take advantage of broken links.

Finally, a complete backlink analysis can help you to detect precisely which links are good and bad links for your site.

"Better one good link in hand, than a hundred bad ones in flight" - David Martin

  • Other elements of your website's SEO - did you know them?

So far, there have been many terms used to refer to on page and off page SEO, as well as other related processes. But it doesn't end here. On the contrary, we want to share with you some terms related to positioning that you should know:

  • SEO extensions: They are a great help when it comes to performing an SEO audit, as well as to quickly and easily check the elements of our page to measure the extent to which they can impact SEO results. They help us to customise the browser and turn it into a working tool.
  • Negative SEO refers to any type of malicious practice that can affect or seeks to sabotage the search rankings of a competitor's website. These practices are known as black hat SEO or black SEO and harm a site's visibility. How to do negative SEO? Here are some examples: fake negative reviews of a website, fake backlink removal requests, creating toxic inbound links or hacking a website, or extracting content from a site and creating duplicate content.
  • SEO spam: Call it spam list spamming or spamdexing, it is the practice of hackers implanting links into a website, and the worst thing is that these types of techniques are put in place almost unnoticed.

"Time puts everyone in their place, and if you do SEO, a little higher " - Carlos Redondo

is the loading speed of my website optimal?

If you want to increase visibility, build better engagement and convert more leads into customers, pay attention to the loading speed of your page.

The page speed of a website is the time it takes for a page to load and is a key ranking factor, not only to satisfy users, but also search engines.

Audiences demand speed and agility at all times, so if a page takes too long to load content, it is very likely that the user will lose interest and look for other options. Therefore, the loading speed directly influences the user experience.

In search engines, one of the key factors for the positioning of websites is the loading speed.

  • how do I know if I have an optimal loading speed?

Measure, measure, measure.

For this, Google created the Page Speed Insights tool, although there are other alternatives, such as Website Grader or Dotcom-Monitor. In any case, you can detect the real page speed of your pages, even those of your competitors, and obtain a complete diagnosis of those elements that interfere with the speed. In addition, you can access a series of recommendations or improvements to increase the loading speed of your website.

To do this, the tool uses a traffic light rating (green, yellow and red) to show the overall performance of the site. Imagine that you have just received your Page Speed Insights load speed analysis report. It looks clean and simple, but if you don't have much knowledge of this tool, it can be a little difficult to understand.

ask for help whenever you need it!

  • how do I optimise the loading speed of my website?

Here are some tips and strategies to increase the loading speed of your website:

  1. Limit HTTP requests, as it slows down and requests increase as your website grows.
  2. Speed up the speed of your mobile version, "more than 80% of users use a smartphone to search the internet"(Quaracreative)
  3. If you are using WordPress, investigate if plugins are giving problems, as they can weaken the performance of your website.
  4. Prioritise potential changes rather than fixing them all quickly, as tempting as it may seem.
  5. If you use a CMS, choose a suitable template, as in many cases the aesthetic decision can be left to designers who don't know the real importance of loading speed.
  6. Reduce your HTML, CSS and JavaScript code, they may contain a lot of redundant and additional code that serves no purpose.
  7. Streamline the CMS you are using to speed up content collection.
  8. Optimise images (check their resolution) and compress them before integrating them into your site.
  9. Audit your website before making any modifications that may affect speed.
  10. Track 'page not found' errors to prevent users from abandoning your site.
  11. Evaluate the hosting provider you use, as it could be causing some speed issues.
  12. Reduce redirects as they are having more impact on the user experience. Replace some old redirects with new content.
  13. Consider whether it is necessary to include a content delivery network (CDN). Often, by storing upload data in one place, speed suffers.
  14. Have a responsive design where layouts are fluid and adapt to each screen.

remember, less is more!

Evaluate the conversion rate of your website

If you are taking your first steps in the world of marketing, or if you are an expert, you probably already know that strategies require a lot of creativity and that we need to use tools to check the effectiveness of our efforts.

this is where the conversion rate comes into play.

  • what is the conversion rate and what is it for?

Conversion rate, conversion rate or CR. Call it what you will, the real meaning is still the percentage of users who perform a specific action, either to buy, to register or to make a booking. It depends on each website.

  • how to evaluate the web conversion rate?

The conversion rate is the result of dividing the number of goals achieved by the number of unique users visiting the website.

Formula para calcular la tasa de conversion

  1. The easiest way to start measuring your conversions is by defining goals and conversion funnels on platforms such as Google Ads, Google Analytics or Facebook Ads.
  2. When you set up the platform, you will be able to measure your visitors' behaviour and get clear metrics on where you are and where you can improve.

For example, imagine you are using Google Analytics and you need to set up goals, such as the number of pages viewed in a session (set a goal when the user has visited more than 3 pages) or length of stay on the website.

To do this, just go to Google Analytics > Administration > View > Goals > Create New Goal and follow each step to start measuring them.

The really cool thing about this is that after defining your goals, you can start having new conversion-related metrics in all your reports. If you already have an active Google Ads account, you can link it to your Analytics account and import the goals to increase synchronisation.

The conversion rate is the most widely used indicator in digital marketing strategies, as it allows us to measure the impact of our efforts to get users to perform an action (buy, download an eBook, click on a link, etc.).

These are some of the elements measured by CR:

  • Clicks on links, also called CTR.
  • Registrations through the form.
  • Visits to a video or to your website.
  • Credit card data saved for future purchases.
  • Readings of a post on your blog to check the success among visitors.
  • Downloads of product datasheets or eBooks.
  • Data registrations to obtain specific information, such as newsletters.
  • Staying on a page.

It's not just about understanding what has worked, but taking advantage of opportunities to make your next strategies go further.

  • Conversion rate before and after the funnel

did you know that to understand how your strategies are working, you also need to understand how fast your prospects are moving through the customer-based cycle?

With the funnel..

The user was placed at the top, and as they moved up the funnel, brands saw them change to become a customer or buyer.Funnel-o-embudo

With the flywheel..

the friction between the different stages and the loss of interest of potential customers is reduced. Thanks to the union between marketing and sales, efforts are unified and a better experience for the user is generated.

Give time to the strategy, organise all your data and use the conversion rate to obtain averages for each of the flywheel stages (customer service, marketing and sales, with the customer at the centre of the strategy).

  • how to increase your conversion rate to sell more?

We have brought you 6 effective tips to optimise the conversion rate of your website, so that you can adapt all the elements or factors of your site to increase the chances of this action happening more often.

ready? Let's go!

  • Do A/B testing. What does this mean? Test your landing pages without fear, because this will allow you to identify areas for improvement. In the end, you will convert visitors into leads more easily. If you have several versions, it will be much easier to test what works best in the design of the pages, the value prospecting, the copy... You are reliable
  • You are reliable, you just need to prove it. If you have a secure website (with security certificates, transparency and free of errors), you will open the door to more and more sales opportunities. Or buyers.
  • Have a direct communication. You know, a live chat can make the difference between resolving a decisive doubt before the sale or abandoning your website.
  • Create calls to action. And no, we don't mean increasing the size of exclamation marks, we mean analysing and including your CTAs in your blog posts. Don't do it wildly, research where it's best to place them.
  • Increase the flow of sales opportunities. How? Well... It occurs to us that you can use pop-up windows with relevant information, but without going overboard. Perhaps, a complementary content.
  • Use retargeting. You never know when your prospects might visit you again, an ideal time to remind them that you have a special message for them. Right?

"Content builds relationships. Relationships are built on trust. Trust builds conversions " - Andrew Davis

Conclusions about SEO

It is clear that one of the things that most obsesses anyone with an online project is the traffic it receives. The more, the better. And the more potential, not to mention. How to attract the target audience is the big question that everyone asks, and the best way to increase traffic is through SEO positioning.

That's why you're here.

It is the art of being visible in the first results of the different search engines. That's nothing, but underneath this concept there is a universe of techniques, elements and processes that we should all know. Yes, you read that right. And this post is a compilation of all of them, so that you have them at hand whenever you need to remember why you should position yourself.

It's not just about writing about what interests you, but about what interests others. To do this, you need to make the right selection of relevant keywords. You need to do keyword research! And it doesn't matter which tool you choose to do it, because the important thing is to know these terms and increase your visibility.

It goes without saying the importance of a content strategy in this whole story. It could very well be the protagonist, because content is the place where all the elements that favour (or hinder) positioning are found: from HTML tags, such as H1, H2, H3, to keywords, incoming and outgoing links, etc. If a user marks your content as a favourite, be satisfied.

However, this is not all. Within any SEO strategy, you must take into account the factors that increase or reduce the loading time of a website (cache, CSS and JavaScript files, images...) and what is the conversion rate of the same. None of this would make sense without measuring the results.

do you have doubts about how to position your website in search engines? Would you like to put these techniques into practice but don't know where to start? At Occam Digital Agency we can help you solve your doubts.

"If content is king, SEO is its soldier".


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