SEO, or search engine optimisation, is a discipline that consists of applying a series of techniques to web design and content to improve the position of a website in search engines. It is very useful within an inbound marketing strategy.

The goal of SEO is to make a website appear at the top of search results to attract more visitors and increase conversions.

To avoid confusion, it is important to distinguish between SEO and SEM:

SEO positions a website among the organic results. With this technique, you cannot pay the search engine to improve your ranking.

SEM, on the other hand, positions the website through paid advertisements on search engines.

Although there are many search engines worldwide, in most parts of the world Google is the number one. Therefore, when we talk about SEO, we are generally talking about positioning a website on Google.

Within an inbound strategy, SEO techniques help to create a channel for long-term qualified traffic. Once these users have reached your website, you can use different strategies to contact them and encourage them to become potential customers or clients.

Advantages of SEO for Brands

If your website is your shop, a good SEO strategy is equivalent to having a great showcase that results in visits. For example, if you manage to position your website in the first place for a keyword with 100,000 searches per month, and the first result gets 20% of the clicks, you will have 20,000 more visits per month.

Through SEO techniques, you can attract visitors to your website, making it a very useful tool in your inbound marketing strategy and you can convert visitors into leads and then into paying customers.

Optimising a website for search engines takes time and effort, but keep in mind that it is a long-term source of results. Once you have managed to position your website well, you will have a constant source of visitors without additional costs.

SEO techniques are designed to improve the user experience and the quality of your content. If you apply them correctly, you will not only be able to rank higher in search engine results pages, but you will also get better results from your website in general.

Generally, users rely on Google's algorithms to distinguish which pages are trustworthy and contain the information they are looking for. Therefore, if your website appears among the first results, people will tend to trust your brand more and it will be easier for you to convert them.

Basic search engine optimisation techniques

SEO techniques can be very complex and are constantly being updated as Google changes its algorithms. However, here are some of the basic tools that will improve your SEO as part of an inbound marketing strategy.

Keyword selection

Keywords correspond to what you want your website to rank for. For example, if you sell ethically made clothing, you will want to select keywords that correspond to the items (shirts, dresses, trousers, etc.), but also highlight the fact that you are a social enterprise (ethically made ethical clothing brand). etc.). Therefore, a good SEO strategy is based on studying which words or phrases are the most searched for within your field and then seeing how you can include them on your website so that Google detects them.

Web Optimisation

Websites that often fail or are poorly optimised for mobile devices and have excessive loading times are the biggest enemies of SEO. In order to rank well in search engine results pages, it is necessary to fine-tune your website from a technical point of view.

Use friendly URLs

URLs or links to the different pages within a website are a key aspect when it comes to positioning. Ideally, they should be as simple as possible and contain the keywords you are looking to rank for.

Creating quality content

Search engines like pages that are useful to users. Having well-organised, quality content that you update regularly will help you improve your SEO.

We hope this information will help you learn a little more about what SEO is and how you can improve your search engine rankings and add to your inbound marketing strategy.

If you want to develop your SEO strategy or optimise your SEO results, don't hesitate to contact us! It will be a pleasure to be part of your team and help you attract more quality traffic to your website.