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Training and Development

The more you know, the more you can achieve. Our experienced team of trainers and professionals shares their specialized knowledge in digital marketing with individuals, teams and companies around the world. Helping you discover more, do more and go further. This is growing knowledge. This is growing together.

SEO

Connected conversations. Connecting businesses.

Surpass in rank, flank and outsmart your competitors. Our SEO team connects strategy, execution, technology and key innovation partnerships to deliver transformative organic search results.

SEO stands for “search engine optimization”. In simple terms, SEO means the process of improving your website to increase its visibility on Google, Microsoft Bing, and other search engines every time people search for:

The better visibility your pages have in search results, the more likely they are to find you and click on you. Ultimately, the goal of search engine optimization is to help attract visitors to the website that will become customers or an audience that will keep returning.

Why is SEO important?

SEO is a fundamental marketing channel. First, organic search generates 53% of all website traffic.

That's one of the main reasons why the global SEO industry is forecast to reach a staggering $122.11 billion by 2028. SEO generates real business results for brands, businesses, and organizations of all sizes.

Whenever people want to go somewhere, do something, find information, research, or buy a product or service, their journey usually starts with a search.

But today, the search is fragmented. Users can search on traditional web search engines (for example, Google, Microsoft Bing), social platforms (for example, YouTube, TikTok), or retailer websites (for example, Amazon).

In fact, 61% of online shoppers in the U.S. The U.S. begins their product search on Amazon, compared to 49% who start their search on a search engine such as Google. It is also worth noting from that same research:

  • 32% start at Walmart.com.
  • 20% start on YouTube.
  • 19% start on Facebook.
  • 15% starts on Instagram.
  • 11% start on TikTok.

Trillions of searches are performed every year. Search is often the main source of traffic for websites, making it essential to be “search engine compatible” on any platform where people can search for your brand or business.

What all of this means is that improving your visibility and ranking higher in search results than your competition can have a positive impact on your results.

SEO is also important because search engine results pages (or SERPs) are super competitive and packed with search features (and PPC ads). SERP features include:

  • Knowledge panels.
  • Featured excerpts.
  • Maps.
  • Images.
  • Videos.
  • Featured news (news).
  • People also ask.
  • Carousels.

Another reason why SEO is essential for brands and businesses: unlike other marketing channels, good SEO work is sustainable. When a paid campaign ends, so does the traffic. Traffic from social networks is, at best, unreliable and is a fraction of what it was before.

SEO is the foundation of holistic marketing, where everything your company does matters. Once you understand what your users want, you can implement that knowledge in your:

  • Campaigns (paid and organic).
  • Website content.
  • Social media properties.

SEO is a channel that generates the traffic you need to achieve key business objectives (for example, conversions, visits, sales). It also builds trust: A website that has a good ranking is generally considered authorized or trustworthy.

There are three types of SEO:

  1. Technical SEO: optimization of the technical aspects of a website.
  2. On-site SEO: Optimizing the content of a website for users and search engines.
  3. Off-site SEO: creating brand assets (e.g., people, brands, values, vision, slogans, slogans, colors) and doing things that will ultimately improve brand awareness and recognition (i.e., demonstrate and increase your expertise, authority, and reliability) and demand generation.
Components of an SEO strategy.

Technical optimization

Optimizing the technical elements of a website is necessary for successful SEO.

It all starts with architecture: creating a website that search engines can crawl and index. It wants to make it easier for search engines to discover and access all the content on its pages (that is, text, images, videos). What technical elements matter here: URL structure, navigation, internal links, and more.

Experience is also a critical element of technical optimization. Search engines emphasize the importance of pages loading quickly and providing a good user experience. Elements such as Core Web Vitals, ease of use and compatibility with mobile devices, HTTPS, and avoiding intrusive interstitials are important in technical SEO.

Another area of technical optimization is structured data (also known as schemas). Adding this code to your website can help search engines better understand your content and improve its appearance in search results.

In addition, web hosting services, the CMS (content management system) and site security play a role in SEO.

Content Optimization

In SEO, your content must be optimized for two main audiences: people and search engines. What this means is that you optimize the content your audience will see (what's actually on the page), as well as what search engines will see (the code).

The goal, always, is to publish useful, high-quality content. You can do this by combining an understanding of the wants and needs of your audience, the data, and the guidance provided by search engines.

SEO Specialties

Search engine optimization also has some subgenres. Each of these specialty areas is different from “normal SEO” in its own way, as it generally requires additional tactics and presents different challenges.

Five of these SEO specialties include:

  • Ecommerce SEO: Additional SEO elements include optimizing category pages, product pages, faceted navigation, internal link structures, product images, product reviews, outlines, and more.
  • Business SEO: This is SEO on a large scale. This usually means dealing with a website (or several websites/brands) with more than 1 million pages, or it can be based on the size of the organization (usually those that generate millions or billions in revenue per year). Doing business also often means delays in trying to get the development team to implement SEO changes, as well as the involvement of multiple stakeholders.
  • International SEO: This is global SEO for international companies (doing SEO for multiregional or multilingual websites) and optimizing for international search engines such as Baidu or Naver.
  • Local SEO: here, the objective is to optimize websites so that they are visible in local organic search engine results by managing and obtaining reviews and listings from companies, among others.
  • News SEO: With news, speed is of the utmost importance; specifically, making sure you enter the Google index as quickly as possible and appear in places like Google Discover, Google's Top Stories, and Google News. You need to understand best practices for paywalls, section pages, news-specific structured data, and more.

SEO works through 4 elements.

  1. Tracking: Search engines use crawlers to discover pages on the web by following links and using site maps.
  2. Representation: Search engines generate what the page will look like using HTML, JavaScript and CSS information.
  3. Indexing: Search engines analyze the content and metadata of the pages they've discovered and add them to a database (although there's no guarantee that every page on your website will be indexed).
  4. Classification: complex algorithms analyze a variety of signals to determine if a page is relevant and of sufficient quality to be displayed when search engines enter a query.

In the digital age, if you want your brand to stand out, you must adapt to the changes that constantly occur in these systems. In a competitive environment, search engine optimization strategies are critical to business success. We provide solutions to help improve the organic positioning of your website and thus obtain a greater amount of traffic that will benefit your project in many ways.

Get ready for the change and optimization of your project.

We seek to be an important part of the evolution and efficiency of your business/image, offering progress, quality and technology to overcome any obstacle.